Recognising Those Who Make A Difference

The Responsible Drinking Media Awards (RDMAs) have been put in place by Diageo South Africa to reward and recognise South African journalists for curating content that addresses the issues around responsible drinking. These issues include, but are not limited to, topics such as foetal alcohol syndrome, underage drinking, binge drinking, drink driving and alcohol abuse. Any content that has been published or broadcast relating to these issues, is then eligible to enter the awards and win an award.

As a responsible corporate citizen of South Africa, Diageo believes that alcohol can be part of a balanced lifestyle, when consumed moderately and responsibly by adults. However, Diageo also understands that the misuse of alcohol can cause serious problems for individuals, communities and society. Often, there is a fine line between the two and it is along this fine line that the education of consumers becomes a shared task for media, and beverage companies, alike.

The RDMAs were thus established in 2011 with the insight that South African media can help to shape opinion, strengthen society, create public awareness, provide advice and share information. Diageo commends all media for driving content around the responsible drinking topic and for their ongoing attempt to help make South Africa a better, safer place for all.