Don't be a zombie

Objective

To remind young people, especially students, to drink responsibly and stay aware of their limits.

To highlight that losing control often means slipping into “zombie mode” and missing out on the night.

To educate young people about the importance of moderate consumption.

Description

The creative campaign Ne budi zombi (eng. Don’t be a zombie) was developed by students from Algebra Bernays University, taking part in the university programme. Selected as the winning campaign of the academic year, Ne budi zombi addressed responsible alcohol consumption through humour and relatable nightlife situations. By framing irresponsible drinking as “zombie mode,” the campaign encouraged young people to pause, recognise the moment, and make more conscious choices, without preaching or moralising.

The campaign adopted a multi-channel approach, combining a strong digital presence with immersive offline activations. Instagram served as the main communication platform, featuring refreshed content such as posts, reels, stories, and influencer collaborations designed to engage the student audience in a natural and authentic way.

Offline activations were delivered in partnership with Lollipop events, where the Don't be a zombie zone created a direct connection with nightlife audiences. TikTok interviews filmed at these events extended the campaign’s message online, while influencer collaborations helped organically embed it into lifestyle and nightlife content.

Additional visibility was achieved through native media articles. Branded goodie boxes, distributed during activations, reinforced the campaign’s message and provided a tangible reminder of responsible behaviour.

Partners

Faculty of Economics and Business, University of Zagreb

Algebra Bernays University

Lollipop Events

Influencers: Meri Goldašić, Niko Čuturić, Katarina Bačurin, Igor Jadan

Results

Across all platforms, the campaign achieved strong visibility and engagement among the student and young adult audience.

The social media campaign effectively combined owned channels with media outlets, influencers, and event activations
The @konzumirajodgovorno Instagram account generated nearly 576,000 impressions
The Lollipop collaboration amassed 83,400 impressions on TikTok and Instagram, while attracting 4,600 visitors to the event
Influencer collaborations on TikTok and Instagram reached nearly 713,000 views
Media coverage included 38,581 views on Index.hr, 17,860 views on Jutarnji.hr and 10,390 views on Srednja.hr while their social media posts had over 435,000 impressions

Measurement & evaluation

A study was conducted before and after the campaign, focusing on consumption habits and knowledge about alcohol as well as responsible drinking among students.

Significant increase in participants' knowledge about alcohol consumption and its effects:

46% more participants correctly identified the drink with the highest alcohol content.
33% more participants correctly understood that wine or beer is not a healthier option compared to other alcoholic beverages.
30% more participants correctly identified that mixing different types of alcoholic drinks leads to faster intoxication.
8% more participants correctly recognized that sleeping does not help eliminate alcohol from the body.

The results indicate that the campaign had a positive impact, as it led to a significant increase in students’ knowledge about alcohol, its effects, and responsible consumption.

Website

https://www.konzumirajodgovorno.hr/