#YouthMonth: Life Choices launches annual 30 Stories in 30 Days campaign

The campaign presents the Born Frees and their personal stories of triumph over adversity. The stories are intimate narratives of personal transformation which fit the theme of 'Victim to Victor'. It captures stories that cover a range of issues that young people navigate in their lives, including the effects of poverty, mental health issues, abuse and addiction.

Youth are Africa's best asset

20 May 2021

Raw and narrated directly by the youth

Life Choices MD Sofia Neves explains the main motivation behind the youth campaign: “National Youth Month commemorates the courageous youth behind the Soweto Uprising of 1976. Many lost their lives in that moment of our history and the bravery of the young people who stood up against the brutal system of apartheid cannot be underestimated. But what we have failed to recognise in contemporary South Africa is the determination and courage of today’s youth who are battling many struggles in the form of social ills. Their resilience and their unique insights are an invaluable contribution that we often overlook, or worse, deem as irrelevant. The campaign showcases the struggles of today’s youth and their bravery in order to overcome them. The stories are raw and narrated directly by the youth. You can’t read the stories and not appreciate the value of the youth of today.”

“Also, youth make up 37% of the population in South Africa but are seldom 'heard' in mainstream media. As such, the youth campaign is a platform for youth voices to be amplified and celebrated.”

The 2021 campaign will run from the 1 June to 16 June, National Youth Day. Find the campaign stories here.