EAST LONDON: South African entrepreneur, musician, and philanthropist Dr Noma Mbeki, affectionately called Queen Noma, is embracing music and youth involvement to foster safer festivities among students as the exam period concludes.
The Dr Noma Mbeki Foundation is set to unveil its Anti-Pens Down Campaign on Friday, 18 September 2026, at the Old Coca-Cola Building in Unit 3, Mdantsane, East London.
The initiative delivers a clear message to students: “It is your future, OWN it, don’t WASTE it.”
This launch will align with the debut of Queen Noma’s latest single, “Count Your Blessings”, featuring Amapiano DJ and producer DJ Maphorisa as well as actor and musician Nay Maps, who will take on the role of master of ceremonies for the event.
This campaign emerges in response to ongoing worries regarding hazardous “pens down” celebrations, which are customary for students after they finish their examinations, particularly those in matric.
Although these festivities aim to celebrate a significant achievement, some events have raised alarms about underage drinking, drug consumption, violence, sexual assault, and other dangers, especially in scenarios with minimal oversight.
The risks linked to gatherings involving minors were starkly highlighted by the Enyobeni Tavern incident in Scenery Park, East London, in June 2022, where 21 youths aged between 13 and 17 tragically lost their lives.
This unfortunate event sparked national outrage concerning the safety of young individuals and underage drinking. Subsequently, the South African Human Rights Commission launched an investigation into the matter, highlighting broader issues concerning child protection and systemic failures in youth safety.
Addressing underage drinking
The concerns stretch beyond pens down celebrations.
A study involving 3,518 adolescents aged 11 to 18 in underprivileged townships revealed that 67% had tried alcohol at least once in their lifetime, with many noting they first tasted alcohol around the ages of 13 or 14.
These results underscore the difficulties neighborhoods face in shielding youth from alcohol-related dangers.
Queen Noma stated that her campaign is fueled by a commitment to keep young people safe during their celebrations at the completion of their exams.
“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 emphasizes that the campaign is not meant to label young people as the issue but to promote safer options while urging parents, schools, communities, churches, and leaders to shoulder greater responsibility for the safety of learners.
Attendance is expected to exceed 1,000 learners at the launch, with organizers stating that transportation and hosting logistics will be arranged.
The event will also feature discussions for youth, a campaign speech, and live entertainment.
Utilizing music for youth involvement
Queen Noma believes that music can communicate vital messages to youth in a more engaging manner rather than being purely instructional.
“Count Your Blessings” revolves around themes of thankfulness, personal development, and recognizing future opportunities.
The partnership with DJ Maphorisa and Nay Maps is anticipated to add an engaging entertainment aspect while reinforcing the campaign’s message of responsible celebration.
Nay Maps will lead the launch event, which aims to gather learners, community leaders, educational stakeholders, church representatives, and various partners.
For Queen Noma, the campaign also holds a profound connection to the memory of the 21 young lives lost at Enyobeni.
“Enyobeni resonated with me on a deep level because these were young souls who had their entire lives ahead of them,” she shared.
“It is painful to think of young individuals celebrating and not returning home to their families.”
She noted that the tragedy led her to reflect on what measures could be taken to avert another such incident.
“While we cannot revive those young lives, we can honor their legacy by taking steps to safeguard the next generation.”
A call to parents
Queen Noma expressed empathy for parents who worry about their children’s safety during end-of-examination celebrations.
She encouraged parents and guardians to maintain open dialogues with their children, confirm their whereabouts, identify their companions, and ensure a secure plan for their return home.
“Parents should not have to choose between letting their children celebrate and fearing for their safety,” she remarked.
“This campaign seeks to foster discussions among parents, learners, schools, churches, and communities. Everyone has a role to fulfill.”
The ultimate goal is to help young people understand that finishing school signifies the start of a new chapter, not the conclusion of their journey.
“We can celebrate, dance, create memories, and appreciate our achievements without jeopardizing our lives,” she emphasized.
From entrepreneur to youth advocate
Queen Noma’s engagement in the campaign represents an additional facet of a career rich in entrepreneurship, music, spirituality, motivational speaking, and community development.
Mbeki has shared that she cultivated an entrepreneurial spirit early in life, having sold candies at the age of six and starting a hair salon by 14.
At 19, while pursuing her studies, she founded Afro Centro, which expanded into a collection of businesses including areas such as business development, construction, property development, events and project management, human resources, foreign investments, and fashion.
Her journey has also been influenced by education and faith, with her having publicly discussed her studies in Theology, Economics, and Marine studies while also pursuing further postgraduate education.
Music continues to be an integral part of her path, including work with gospel influences like “Ithemba Lami.”
Her latest musical endeavor weaves together her creative and motivational aspirations through “Count Your Blessings”.
Through the Dr Noma Mbeki Foundation, she is increasingly focused on youth empowerment, social innovation, and community projects.
The Anti-Pens Down Campaign unifies the various elements of her public persona—leveraging entertainment, mentorship, and community engagement to convey a message about safeguarding young lives.
The campaign launch will unfold against a backdrop of ongoing concerns about learner safety in the Eastern Cape and across the nation.
For Queen Noma, the core message remains straightforward: young individuals have dedicated effort to reach this point in their studies, and their accomplishments should be celebrated without compromising their safety or futures.
