Africa has a serious drug usage problem, reported in literature as being twice that of the world norm. The average age of drug dependency in South Africa is 12 years and decreasing. South Africa is among the top 10 narcotics and alcohol abusers in the world. For every 100 people, 15 have a drug problem and for every R100 in circulation, R25 are linked to the substance abuse problem.

The Gauteng City Region (GCR) is increasingly becoming a centre of substance abuse and illicit trafficking due to the easy availability of nyaope and its socio-economic consequences. The Premier of Gauteng, Hon David Makhura thus launched the GCR Anti-Substance Abuse Social Movement in Eldorado Park in March 2016, seeking to intensify government programmes and partnership with communities to fight the scourge of substance abuse.

The GCR Anti-Substance Abuse Social Movement is a multi- sectoral campaign initiated by the Gauteng City Region in partnership with the Soul City Institute. Soul City is the implementing partner responsible for implementing an Integrated mass media campaign, as well as social mobilization with ground activities including community education, information sessions with experts, community dialogues, community advocacy training, TV reality show (Edu-Reality show), Door-to-Door campaigns, printed materials & merchandise distribution.

The campaign was conceptualised within the vision of the GCR Accelerated Social Transformation Strategy, which is “An integrated and well-coordinated social transformation service delivery machinery that is protective, preventative promotive, transformative, developmental and generative, for the delivery of equitable, sustainable, reliable and efficient service, to eliminate poverty and unemployment, inequality, sexism, racialism, and social exclusion, the burden of the disease, increase safety and provision of modern human settlement, in partnership with an active citizenry.”

The scope of the movement places emphasis on three (3) interventions:

• HARM REDUCTION – aimed at provision of holistic treatment to service users and their families, and mitigating the social, psychological and health impact of substance abuse.
• DEMAND REDUCTION – aimed at discouraging the abuse of substances by members of the public. This will be done through prevention and awareness programmes.
• SUPPLY REDUCTION - efforts aimed at stopping the production and distribution of liquor, illicit substances and associated crimes through law enforcement strategies as provided for in applicable laws.

The brand launch and communications campaign will strengthen collaboration between stakeholders through a joint marketing campaign to mobilise community engagement and involvement in the movement against drugs. The campaign will be supported by on-the-ground activities at Hopspots in GCR communities.

Together, “Realizing a Dream of a Drug Free Gauteng City Region – pulling the plug on Drugs and Alcohol Abuse”