As thousands of South African learners prepare to mark the end of their examinations, entrepreneur, musician and pastor Dr Noma Mbeki, popularly known as Queen Noma, is taking a message of caution to young people: finishing school should open the door to the future, not put it at risk.
Through the Dr Noma Mbeki Foundation, Queen Noma will launch its Anti-Pens Down Campaign on Friday, 18 September 2026, at the Old Coca-Cola Building in Unit 3, Mdantsane, East London.
The campaign carries the message: “It is your future, OWN it, don’t WASTE it.”
The launch will also coincide with the release of Queen Noma’s new single, “Count Your Blessings”, featuring Amapiano DJ and producer DJ Maphorisa and actor and musician Nay Maps, who will also serve as the event’s master of ceremonies.
Why pens down celebrations remain a concern
Pens down celebrations have become associated with the end of examinations, particularly among matric learners. For many young people, these events represent an opportunity to relax and celebrate after months of academic pressure.
But concerns arise when celebrations involving minors take place without adequate supervision, safety measures or responsible adults.
Young people can potentially be exposed to alcohol, drugs, violence, sexual violence and other risks at poorly regulated gatherings.
The issue carries particular weight in the Eastern Cape following the Enyobeni Tavern tragedy in Scenery Park, East London, in June 2022, when 21 young people died. The victims were aged between 13 and 17, according to authorities at the time.
The South African Human Rights Commission later investigated the circumstances surrounding the tragedy and identified broader failures involving liquor regulation, enforcement and the protection of children.
In its investigation, the SAHRC said the Enyobeni tragedy had to be understood within the wider problem of harmful alcohol consumption and regulatory failures in South Africa.
In July 2026, the Commission welcomed findings from the Mdantsane Regional Court inquiry into the deaths and renewed its call for action on alcohol regulation.
The wider underage drinking problem
The concerns around pens down events are also supported by research into adolescent alcohol use.
A 2019 Human Sciences Research Council study involving 3,518 adolescents between the ages of 11 and 18 in low-resource townships across three provinces found that 67% had consumed alcohol at least once in their lifetime.
The study found that most participants who had consumed alcohol reported having their first drink at about 13 or 14 years old. Almost a quarter of males and 16% of females reported having their first drink as early as 11.
The research also found that young people’s access to alcohol was a concern. About 23% of participants said they had been able to purchase alcohol at a tavern, while 39% reported entering a tavern without being stopped despite their age.
The findings illustrate why the discussion around pens down celebrations extends beyond a single event or annual celebration. It forms part of a broader conversation about adolescent drinking, access to alcohol, supervision and the responsibilities of adults and institutions.
‘We cannot stand by’
Queen Noma says the campaign is intended to change the way young people think about celebrating their achievements.
“The fundamental purpose of this campaign is to raise critical awareness around the incredibly sensitive and heartbreaking issue of our children losing their lives or killing one another during these unregulated pens down celebrations,” Dr Mbeki said.
“We cannot stand by while bright futures are cut short in a single night. Through the power of music, mentorship, and collective public action, we want our youth to know their worth.”
The campaign does not seek to frame young people themselves as the problem. Instead, the foundation says it wants to encourage safer celebrations while bringing parents, schools, churches, communities and other stakeholders into the conversation about learner safety.
That approach is particularly relevant in communities where structured recreational activities and safe spaces for young people may not always be readily available.
‘Count Your Blessings’ becomes part of the message
Music is central to Queen Noma’s strategy.
“Count Your Blessings”, featuring DJ Maphorisa and Nay Maps, is intended to carry the campaign’s message through a format that can connect with young audiences.
For Queen Noma, the song is about gratitude, recognising personal progress and appreciating the opportunities that lie ahead.
The collaboration also places a youth safety message within the entertainment space rather than presenting it only as a formal warning.
The campaign launch will include youth dialogues and a live campaign address, giving learners an opportunity to engage with issues around their safety and decision-making.
More than 1,000 learners expected
The Dr Noma Mbeki Foundation says more than 1,000 learners are expected to be catered for at the launch.
According to the organisers, learners will be provided with transport and hosted as part of the initiative, with community and church stakeholders, including Thrive Community Church, supporting the campaign.
The event is expected to bring together learners, community representatives, education stakeholders and other partners concerned with youth safety.
The campaign comes at a time when the legacy of Enyobeni continues to shape discussions about young people’s access to alcohol and the responsibility of institutions tasked with protecting children.
The SAHRC has previously called for stronger enforcement and a broader response to alcohol-related harm affecting young people. In its investigation into Enyobeni, the Commission said failures by various authorities contributed to violations of fundamental human rights.
Who is Queen Noma?
Dr Noma Mbeki has built a public profile across entrepreneurship, faith, music, motivational speaking and community development.
Her entrepreneurial journey began unusually early. According to a 2007 profile published by Sowetan, Mbeki started selling sweets to classmates when she was six years old and had opened a hair salon from home by the age of 14.
At 19, while still studying, she founded Afro Centro Productions. The business later developed interests spanning business development, construction, property development, events and project management, human resources, foreign investment portfolios and fashion.
A Sowetan profile published in 2007 reported that the organisation had grown to employ about 60 people across different entities in the Eastern Cape at the time. Mbeki told the publication that her ambition extended beyond business to a broader vision for her community and Africa.
Her professional identity has since expanded beyond entrepreneurship.
Mbeki has pursued studies in fields including theology and economics and has developed a public role connected to faith and motivational work. Music has also formed part of her journey, including gospel-influenced material.
Her current work combines those different interests – business, faith, music and social development – through the Dr Noma Mbeki Foundation and its youth-focused initiatives.
From entrepreneurship to youth advocacy
The Anti-Pens Down Campaign represents another chapter in that evolution.
Rather than using music solely as an entertainment platform, Queen Noma is positioning it alongside mentorship and public engagement as a vehicle for communicating with young people.
The central message is that the end of examinations should be recognised as an achievement, but that celebration should not compromise the lives or futures of learners.
The timing also carries significance for Mdantsane and the wider Eastern Cape, where the Enyobeni tragedy remains part of the region’s recent history.
Four years after the deaths of the 21 young people, the questions around learner safety, underage drinking and responsibility at youth gatherings remain part of the public conversation.
Queen Noma’s campaign enters that conversation with a message aimed directly at learners: celebrate the milestone, but protect the future that comes after it.
Event details
- Date: Friday, 18 September 2026
- Venue: Old Coca-Cola Building, Unit 3, Mdantsane, East London
- Campaign: Anti-Pens Down Campaign
- Theme: “It is your future, OWN it, don’t WASTE it.”
- Music: “Count Your Blessings” by Queen Noma featuring DJ Maphorisa and Nay Maps
- Programme: Youth dialogues, campaign address and live entertainment
- Master of ceremonies: Nay Maps
