Kids Entertainment - Dance Against Drugs (19 May 2011)
Dance Against Drugs
WHAT IS THE CAMPAIGN ABOUT:
School children and hip-hop artists across the country will be dancing against drugs in a magnificent corporate initiative to combat drug and alcohol abuse amongst learners in South Africa
The country’s top hip-hop dancers and artists are performing on massive stages at over 150 schools reaching over 50 000 learners all over South Africa
WHY IS THE CAMPAIGN FOCUSED ON DRUG ABUSE:
According to the Central Drug Authority,an overwhelming 15% of our population has a drug problem that amounts to 7.5 million people and case studies show that one in two school children admit to experimenting with drugs
Recent studies highlight the average age of drug dependency in South Africa is eight years and dropping every year
Drug abuse is costing South Africa a tremendous R20 billion per year and researchers predict that the pandemic could pose a bigger threat than that of AIDS to South African citizens.
The South African National Police report that 60% of crimes committed in our country are related to substance abuse
The national government spends large amounts of its health budget on HIV yet very little is allocated to the fight against drug abuse
WHY WILLARDS IS INVOLVED:
Children from all ages engage with the Willards brand and it is so widely loved, it is good for them to see that there is someone there to help
The campaign aims to educate and raise awareness about the negative effects of drug abuse that is crippling the South African youth of today
Dance is the only “high” our kids should be chasing after
We wanted to avoid the usual, often ignored, commercial messages into schools.
Through hip hop, we can communicate to children in a language and an art form that they understand and consider cool.
WHERE DO THE SHOWS TAKE PLACE: It kicked off in Gauteng in February and now is in Cape Town after which the crew will be hitting Port Elizabeth and Durban later this year. Following the school sessions there will also be Park Jams where kids are encouraged to attend on a weekend and actually take part to learn new dance moves and interact with the Willards Dance Crew.
WHAT ARE THE OBJECTIVES:
Provide a holistic approach to fighting substance abuse in schools
to provide relevant and meaningful education to the youth about the dangers of drug abuse
to assist the learners in making short and long-term constructive choices not to take drugs
We are committed to educating the youth to stay away from drugs and encouraging them to take an active part in the fight against drug abuse
WHY HIP HOP:
Over 10.5 million school children between the ages of 10 and 20 years, relate to this dance form that has been a local street-culture since the early 80’s.
Historically, it was used as a means of keeping youngsters away from the negative elements in society – violence, weapons, and political issues.