The RDMA initiative aims to ultimately influence consumer behaviour by encouraging the South African media to promote responsible drinking to their audiences through excellent journalism.

The awards are open to all South African journalists who have demonstrated an effort to support responsible drinking by publishing or broadcasting an informative and educational piece of work between 1 May 2014 and 30 April 2015. It must have appeared in the South African media (print, broadcast or online). The piece needs to tackle any responsible drinking issue - including the related narratives of alcohol abuse and its consequences.

"We selected the judges based on their integrity, extensive experience, knowledge of the local journalism industry and for their active roles in supporting the responsible drinking agenda in South Africa. Our judges represent a wide skill set, and will undoubtedly provide us with a professional, independent and holistic approach," says Michael Mabasa, corporate relations director at brandhouse.

Makatile is a writer for the Sunday Independent. Other positions he has held over the years include: features writer for DRUM Magazine, senior journalist at Sunday World, features editor at the Sowetan, specialist writer at the Sowetan and politics writer at The New Age.

Born in 1964 and raised in Kagiso, Krugersdorp (now Mogale City), he finished high school in 1983 at Thabo High in Naledi in Soweto. In 1984 he became a journalism student and was awarded the SASPU/Weekly Mail Student Journalist of the Year Award. He acquired his National Diploma in Journalism and went off to complete his B Tech (Journalism) at Pretoria Technikon. He holds a Master of Arts (Creative Writing) qualification from Wits University and completed a book of fiction titled An Interrupted Death, as part of the course work.

Makatile worked at DRUM Magazine as a features writer, in 1997 he was then named as a finalist in the Mondi Magazine Awards in 1997. He went on to cover Polokwane 2007 – the ANC elective conference that saw the unseating of then President Thabo Mbeki. Makatile tried his hand at other writing and penned a short story titled On the Train to Randfontein in 2011, which was published in the anthology The Short Story is Dead, Long Live the Short Story. He also covered the ANC Policy Conference 2012 at Gallagher Estate and the Social Cohesion Summit later that year.

Makatile is currently a board member of Jacana Literary Foundation (JLF) and the founding editor of www.makatilemedia.com.

Fellow judge Doonan is a PR, media and marketing consultant. He studied journalism in the late 80s, graduating from Rhodes University with an honours degree. In 1991, he joined the national news agency Sapa and within months was appointed as Sapa’s Durban bureau chief. Three years later he went on to join Reuters, reporting on KwaZulu-Natal business and politics - particularly the violent conflict between the Inkatha Freedom Party and ANC.

His writing won him an award from the KwaZulu-Natal Peace Committee, which recognised his contribution to help end the conflict. Doonan joined the Sunday Times in 1996 and was appointed as KwaZulu-Natal editor two years later and then went on to serve as Cape editor from 2000 to 2002. In 2002 Doonan launched his existing PR consultancy, Leap Communications.

Cullinan is the managing editor for Health-e News Service. "It's important that people learn to have a good time while being responsible with alcohol consumption," she says, "Because irresponsible consumption destroys families and costs the country billions of Rands every year."

Cullinan began her career as a media officer at the Midlands Information Centre and Resource Unit, where she trained community organisations in media production. She has also worked for the City Press as a sub-editor and a labour and politics reporter; as a labour and politics reporter for the New Nation newspaper; as a freelance sub-editor, and continued to work as a sub-editor for The Star.

Cullinan was later involved in setting up the non-profit organisation Health-e News Service. In 2009, she was appointed managing editor - the position she currently holds.

Botha has been in the media and communications industry for over 15 years. She has spent the last eight years working at South African reputation management company, Meropa Communications. Her career began at a small promotions agency in 2000 while she was still studying. After graduating with a diploma in in Public Relations and Media Studies, she got her first full time job at Grant Thornton. She entered the work of PR consulting by joining Inzalo Communications where she worked with clients such as Tsebo Consulting and African Bank.

She joined Meropa as a consultant in the private sector division and worked her way up to become a director and shareholder in 2014. She has worked with some of the world’s leading brands; including Coca-Cola South Africa, Impala Platinum, Ford Motor Company of Southern Africa, Woolworths, DStv, Citi South Africa, glaceau vitaminwater and brandhouse Beverages. Botha has also coordinated the Citi Journalistic Excellence Awards campaign for the last six years.

The RDMAs is one part of a series of commitments by brandhouse, designed to positively impact negative drinking behaviour in South Africa.

Categories for this year’s RDMAs include: Best Broadcast, Best Blog, Best Online entry, Best Community entry, Best Newspaper article, Best Magazine Article and Journalist of the Year, as well as Best Campus Media and Most Responsible Media House. The winner of each category will walk away with R15 000 prize money and the knowledge that they have helped contribute to the well-being of their fellow South Africans.

Entries closed on Friday, 8 May and only media who have entered will be reviewed.

For more information, phone Lebogang Mashigo on +27 11 506 7300 or email [email protected].

Alternatively, visit the brandhouse website or connect with the RDMAs on Facebook and on Twitter.