Queen Noma launches Anti-Pens Down campaign to keep learners safe.
EAST LONDON: South African entrepreneur, musician and philanthropist Dr Noma Mbeki, popularly known as Queen Noma, is turning to music and youth engagement to promote safer celebrations among learners as the examination season comes to an end.
The Dr Noma Mbeki Foundation 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 a direct message to learners: “It is your future, OWN it, don’t WASTE it.”
The launch will 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.
The campaign comes amid continued concerns about unsafe “pens down” celebrations, traditionally held by learners after completing their examinations, particularly matric learners.
While the celebrations are intended to mark an important milestone, some gatherings have raised concerns about underage drinking, drug use, violence, sexual assault and other risks, particularly where events are poorly supervised.
The dangers associated with gatherings involving minors were brought into sharp focus by the Enyobeni Tavern tragedy in Scenery Park, East London, in June 2022, when 21 young people aged between 13 and 17 died.
The tragedy sparked national concern about the safety of young people and underage drinking. The South African Human Rights Commission subsequently investigated the incident and raised broader concerns about the protection of children and systemic failures surrounding youth safety.
Tackling underage drinking
The concerns extend beyond pens down celebrations.
Research involving 3,518 adolescents aged between 11 and 18 in low-resource townships found that 67% had consumed alcohol at least once in their lifetime, with many reporting that they had their first drink at around 13 or 14 years old.
The findings highlight the challenges facing communities in protecting young people from alcohol-related harm.
Queen Noma said her campaign was driven by a desire to prevent young people from losing their lives while celebrating the completion of their examinations.
“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,” said Mbeki.
“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 foundation says the campaign is not intended to portray young people as the problem, but rather to encourage safer alternatives while calling on parents, schools, communities, churches and leaders to take greater responsibility for learner safety.
More than 1,000 learners are expected to attend the launch, with organisers saying transport and hosting arrangements will be provided.
The event will also include youth dialogues, a campaign address and live entertainment.
Music as a tool for youth engagement
Queen Noma believes music can help deliver important messages to young people in a way that is engaging rather than instructional.
“Count Your Blessings” is built around themes of gratitude, appreciating personal growth and recognising opportunities ahead.
The collaboration with DJ Maphorisa and Nay Maps is expected to give the campaign a strong entertainment component while reinforcing its message of responsible celebration.
Nay Maps will host the launch, which is expected to bring together learners, community leaders, education stakeholders, church representatives and other partners.
For Queen Noma, the campaign is also deeply connected to the memory of the 21 young people who died at Enyobeni.
“Enyobeni touched me deeply because these were children with their whole lives ahead of them,” she said.
“It is difficult to think about young people going out to celebrate and never making it home to their families.” She said
She said the tragedy prompted her to consider what could be done to prevent another incident.
“We cannot bring those young lives back, but we can honour their memory by doing something to protect the next generation.” She added
A message to parents
Queen Noma said she understands the concerns of parents whose children attend end-of-examination celebrations.
She urged parents and guardians to have open conversations with their children, establish where they are going, know who they will be with and ensure that there is a safe plan for their return home.
“Parents should not have to choose between allowing their children to celebrate and being afraid for their safety,” she said.
“This campaign is about creating that conversation between parents, learners, schools, churches and communities. We all have a role to play.”
She said the ultimate objective was for young people to understand that completing school represents the beginning of another chapter rather than the end of their journey.
“We can celebrate, dance, make memories and enjoy our achievements without putting our lives at risk,” she said.
From entrepreneur to youth advocate
Queen Noma’s involvement in the campaign adds another chapter to a career spanning entrepreneurship, music, faith, motivational speaking and community development.
Mbeki has described herself as having developed an entrepreneurial spirit from an early age. She reportedly sold sweets at school when she was six and established a hair salon at the age of 14.
At 19, while studying, she started Afro Centro, which later developed into a group of businesses with interests including business development, construction, property development, events and project management, human resources, foreign investment portfolios and fashion.
Her career has also been shaped by education and faith. She has spoken publicly about studying fields including Theology, Economics and Marine studies, while pursuing further postgraduate studies.
Music has remained another part of her journey, including gospel-inspired work such as “Ithemba Lami.”
Her latest musical chapter has brought together her creative and motivational interests through “Count Your Blessings”.
Through the Dr Noma Mbeki Foundation, she is now placing greater emphasis on youth empowerment, social development and community initiatives.
The Anti-Pens Down Campaign brings these different aspects of her public life together — using entertainment, mentorship and community engagement to deliver a message about protecting young lives.
The campaign will be launched against the backdrop of continued concern about learner safety in the Eastern Cape and nationally.
For Queen Noma, the central message remains simple: young people have worked hard to reach the end of their examinations, and their achievement should be celebrated in a way that does not put their lives or futures at risk.
