J Swanson-Jacobs: Hip Hop Anti-Drug Campaign Roundtable event

23 October 2007

Programme Director

Members of the Central Drug Authority (CDA)
Government officials
Representatives from the Hip Hop Fraternity
Distinguished guests
Ladies and gentlemen

This event has been initiated by my office and during the consultation
processes I became more excited and passionate about what this campaign can
mean in terms of sending out a powerful message about a zero tolerance to the
use of drugs and the empowerment of youth, communication in their language and
through a tool which they relate to and understand. The presentations that were
done over the past two days has set the trend for us to participate from the
different levels and constituencies we come from.

The participants have included, the Central Drug Authority (CDA), National
Youth Commission (NYC) and ESP Afrika, officials from various government
departments, provincial co-ordinators and potential private partners. The
campaign is in line with the second phase of 'Ke Moja' which is the rolling out
of prevention programmes in communities. Hip Hop is regarded as a powerful
tool, because it communicates with a considerable constituency of young people
between the ages 14 to 35, is recognised as a dance sport and allows for
creative expression of anti-drug messages and also has a visual content in the
form of graffiti art.

The competitions will appeal to the competitive spirit of youth and
incentives could include prizes with developmental potential such as bursaries
to study a variety of courses in the field of art, social work, etc. The
campaign will also train participants in the technical fields of production of
the events and as councillors, dance instructors, projects co-co-ordinators,
etc. Initial areas that will be targeted will be those areas where local drug
action committees have been established, which allow for the participation of
local organisations that are actively involved in fighting drug abuse.

At the local level young people will be invited to participate in workshops
to educate them about resisting drug abuse through Hip Hop and how they can use
Hip Hop to spread anti drug messages through graffiti art, rap, mc-ing and
dance. These local activities will culminate in zonal competitions, judging the
quality of their anti-drug messages and which will take participants to the
next level.

Winners of the provincial competitions will participate in a national Hip
Hop concert, where they will share the stage with international and local
artists. Local Hip Hop artist will be invited to embrace the anti drug
campaign, only those that are spreading positive messages. ESP Afrika who comes
in as a partner to share their experience and expertise already proposed that
the lead up be associated with the Cape Town International Jazz Festival.

The outcomes of commissions clearly indicated that the buy in of all
stakeholders should be obtained. The target group for this campaign should be
people on the ground and that Local Drug Action Committee (LDAC) should work
closely with provincial forums in the implementation of this programme. The
needs of people on the ground should be primary. All national government
departments in the social cluster should be on board.

Private stakeholders and media will provide capacity, resources and broader
communication exposure for the project. Existing community fora and projects
must be acknowledged. Training programmes aligned to the project's vision
should be developed, but should be infused into existing programmes, like 'Ke
Moja' also. Budgetary issues by government departments must be prepared for in
the next Medium-Term Expenditure Framework (MTEF) and therefore requires that
departments consider this. The firsts step will be to invite partners in the
public and private sector to embrace and invest in the campaign and promote a
South Africa in which youth can develop to their full potential, free from the
scourge of drug abuse, crime and risky sexual behaviour.

In conclusion, allow me to thank the organisers of the event, the officials
of the substance abuse and CDA Directorate, Communications Directorate of
Social Development, all presenters and all participants who made valuable
contributions to this Hip Hop anti-drug abuse Roundtable and call upon you to
take this process forward in your various portfolios.

This is an ongoing consultative process and now that we have a plan of
action as proposed by you, we as the Department of Social Development, have a
clearer vision of paving the way forward towards the implementation of this
programme. Those of you who have to travel back home; I wish you a safe
journey.

I thank you.

Issued by: Department Social Development
23 October 2007
Source: Department Social Development (http://www.dsd.gov.za)