South African Breweries together with the Department of Education and the Department of Trade and Industry launched an immersive cross-platform game in Kwa Zulu Natal, South Africa to reduce underage drinking. The game targeted 50 schools and took 200 learners aged 11-17 on a 6 week journey during which they played key roles in combating a merciless gang called the 'AboRavaza' 10 years in the future. As members of the resistance group the ‘Amabutho’ they solved clues, cracked codes in the newspaper, wrote the lyrics to a pop song and engaged in daily chat and clues on the mobile site – whilst logging their experience in journals. The game was designed to change destructive behaviour, and an online survey revealed that 85% of learners who had used / been exposed to alcohol said the game had inspired them to stop.

The campaign was rolled out in a province in South Africa called Kwa Zulu Natal. 4 learners from 50 schools were chosen to play the game and were encouraged to involve their parents / educators, their peers and their communities. There was an initial 'live' contact at the player's schools, followed by daily interaction on mobile, SMS and internet. Clues were placed on DVD's, in custom designed journals, in the local newspapers and online videos. Each day players solved the clues and reported back through their mobile phones.There were 2 subsequent live drop-offs at the schools, and the final task involved creating a real world art work designed to spread the message of saving the future. In total, the pilot game touched over 35,000 South African students.

The success of the game is such that it will now be rolled out to Gauteng and then nationwide. An online survey was conducted with players. 95% of learners that responded to the survey said they enjoyed the game a great deal, and 93% of learners said that the game had made them think differently about their future. Feedback from parents and teachers has been similarly positive, with all sectors reporting that using entertainment and multiple platform engagement has involved students to the point of shifting destructive choices and behaviour. It is a first that government education departments and corporate business have partnered to tackle such a contentious issue, and will now roll out nationwide in South Africa.