SAB brings drama to the airwaves with its first audio series that aims to drive behaviour change in communities

The South African Breweries (SAB) today launched a national audio series aptly named Zikhethele – Isinqumo Ngesakho, loosely translated as “Make a decision – The choice is yours.” Storytelling may have evolved over the years, but one firm favourite remains among South Africans: a gripping radio drama which speaks to the nation’s rich heritage in the African tradition of oral storytelling.

Through this audio series, which will be available on radio and digital platforms over the course of five episodes commencing 20 April 2023, Zikhethele will illustrate the importance of peoples’ agency in making personal choices and being an influence ton others in the responsible consumption of alcohol.

Sphe Vundla, Corporate Brand Director at SAB says, “We want to immerse people in a story that is true to life and relatable in order for the nation to realise the power of the choices we make when it comes to responsibility. This at the center of the vision behind SAB Sharp – our responsibility platform which seeks to drive behaviour change and promote the responsible drinking, advertising, and trade of alcohol. We are committed to showing up in ways that champion responsibility and uplift our communities.”

Zikhethele will feature two of South Africa’s leading talents in Fezile Makhanya and industry veteran actress, Gcina Mkhize who will lend their voices to the lead characters Siya and Thato. The series will be interactive and in an innovative engagement technique the audience will be encouraged to vote in order influence the decisions of the characters and the direction of the storyline as they navigate their choices about responsible drinking.

“We have made great inroads in normalising conversations around responsibility by turning ‘phuza’ or drunk Thursdays to #SharpThursdays with our engaged social media audience. I’m really excited to see how this multi-channel integrated approach will help us take this existing engagement and education to the next level with each episode, every Thursday. We really want our audience to stop, think and make better decisions. We believe we can achieve this.” Vundla concludes.

Catch weekly episodes of Zikhethele – Isinqumo Ngesakho from 20 April – 18 May 2023 on all audio streaming platforms every Thursday at 17:00. To listen on Spotify click here here or on Apple podcast click here

You can also pledge your commitment to responsibility by signing the SAB Sharp Charter here