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• “I Responsible Ideas Awards”
• “I Concurso de Ideas Responsables”
COUNTRY Spain
TIMING 2012 > 2013
THEME
Responsible selling/serving

CONTRIBUTOR

  • Federación Española de Bebidas Espirituosas
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OBJECTIVE

  • To promote moderate consumption and prevent the misuse of alcohol.
  • To encourage the involvement of society in generating new ideas to help to promote healthy habits.
  • To emphasise the quality and variety of the hospitality industry in Spain and its importance when prescribing habits related to the responsible consumption of alcoholic beverages.
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DESCRIPTION OF THE INITIATIVE

  • FEBE, eager to promote moderate consumption and prevent the misuse of alcohol, wishes to encourage the involvement of society in generating new ideas to help to promote healthy habits by emphasising the quality and variety of the hospitality industry in Spain and its importance when prescribing habits related to the responsible consumption of alcoholic beverages.
  • The 'I Responsible Ideas Award', was started in 2012.  It focused on college students (from any curriculum) who had to create a project aimed at reducing binge drinking or at preventing drinking in risk groups (such as drivers, underage people, pregnant women...). Projects had to be designed and developed on hospitality premises, with the help of hospitality professionals. Jury members came form journalism, health and social science, hospitality business and spirits industry.
  • The winning prize was 3,500 euros.
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IMPACT

  • 2,000 posters and 10,000 flyers were distributed amongst students from 12 universities. 
  • Teachers from 6 universities collaborated giving information about the award to their students. 
  • Winners were announced in May 2013, starting II Responsible Ideas Award.
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