Hold My Hand and Rethink Your Drink are calling on citizens to prioritise the safety of children this Easter.
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As South Africa prepares for the Easter holidays, two national campaigns—Hold My Hand and Rethink Your Drink—are calling on citizens to prioritise the safety and well-being of children during a period often marked by increased risks.
While Easter is traditionally a time for family gatherings and community connection, it is also associated with a spike in alcohol-related harm, road traffic incidents, and water-related accidents. Experts warn that these risks disproportionately affect children, particularly in a country where an estimated 43% of alcohol consumers engage in binge drinking.
According to Mesuli Kama, protecting children requires collective responsibility. “Every day, 3,000 children are born in South Africa, and their future depends on the safety and stability we provide,” Kama said. He pointed to the National Strategy to Accelerate Action for Children, approved by Cabinet in December, which prioritises shielding children from abuse, violence, injuries, and harmful substances.
“This Easter, we must move beyond individual choices and recognise our shared duty to create a safer environment for every child,” he added.
The DG Murray Trust, through its Rethink Your Drink campaign, has highlighted the broader societal impact of excessive alcohol consumption. The organisation notes that alcohol-related harm contributes significantly to both infectious and non-communicable diseases, as well as injuries, making it one of the leading contributors to the country’s burden of disease.
Kashifa Ancer emphasised that heavy drinking during holidays can have devastating consequences for children. “Alcohol is often seen as part of the celebration, but for many children it leads to neglect, trauma, and even physical harm,” Ancer said. “We are urging South Africans to rethink social norms around excessive drinking. Choosing sobriety or moderation—especially when driving or caring for children—can help secure a child’s future.”
The campaigns have issued several safety tips for the Easter period, urging the public to ensure drivers remain sober and that all passengers wear seatbelts. They also caution against leaving children unattended near water sources such as pools, rivers, or the sea—particularly where alcohol is being consumed.
Pregnant women are reminded that no amount of alcohol is safe, while families are encouraged to use the holiday to spend meaningful, nurturing time with children.
Beyond the holiday period, both campaigns continue to advocate for long-term policy changes aimed at reducing alcohol-related harm. Proposed measures include banning alcohol advertising except at points of sale, introducing minimum unit pricing, and restricting liquor trading hours. Advocates argue that such interventions are crucial to addressing the “alcohol harms paradox,” which disproportionately impacts low-income communities.
As the Easter weekend approaches, campaigners stress that safeguarding children is not only a seasonal concern, but a year-round responsibility requiring both individual action and systemic change.
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