Minors, not a single drop: over 100 reasons why minors should not drink alcohol

Menores ni una gota: Más de 100 razones por las que un menor no debe beber
Federación Española de Bebidas Espirituosas
Spain
2013 > Ongoing
#Parents&Teachers #AwarenessRaising

Objective

To inform and raise awareness of the risks related to premature consumption in order to:
delay the age of the onset of drinking. 
increase understanding of the risks to physical and mental health development of pupils.
change the perception around underage drinking to make it socially unacceptable.
help parents to set clearer rules for their kids and stick to them.

Description

The campaign was launched in December 2013.  It was the first campaign where the spirits industry and the Ministry of Health joined together to address the problem of underage drinking.  
The messages are tailored for the different target groups:  
For Parents: A dedicated website provides parents with information, through tools and messages, to talk at home with their children about the risks of underage drinking.  The site also suggests different leisure activities for families to do together.  The “Minors not a single drop. Over 100 reasons why minors shopd not drink alcohol” guide, created in collaboration with Rocio Ramos-Paúl a renowned psychologist and well known TV “Supernanny”, is also available for free on the website.  
Family workshops: Workshops for families where Rocio Ramos-Paúl talks about the importance of the Guide and its messages.
For pupils: A dedicated website offers different targeted leisure activities.  Support is given by renowned rap and hip hop artist "Rayden" (whose songs emphasise pupils' ability to believe in themselves and to face, and overcome common teenage problems without fear) who sang why teenagers shopd not drink in a video clip called "Be Yourself".  In addition, a competition was held on social networks where minors were asked to provide reasons not to drink and to propose alternate leisure activities.  Winners  took part in the video clip.  
For society: Celebrities give their reasons why children shopd not drink alcohol.  Agreements are signed with town halls and social stakeholders to develop different activities within the campaign.  The "Connected cities" project was created as a result of the agreement with town halls and regional governments.  FEBE also offers tools to confront underage alcohol consumption.
In 2017, FEBE met with the Youth Council of Madrid Community (YCMC) to enable the YCMC to distribute ‘Minors not a drop’ campaign materials.  In addition, the Radio-TV company ‘de Castilla y Leon’ has started to broadcast promotional videos of the campaign.  

Partners

Ministry of Health
Town Halls
Social Stakeholders
Celebrities
The Institute of Youth of Spain (Injuve) from 2017

Results

The campaign has a presence in mass media, the radio, newspapers, the internet and social media.  Until November 2017:
The parents' website had 69,283 visits.  Around 25% (17,320) of the visitors downloaded the guide for parents. Over 21% came back at least once to the site.
Connected Cities: Over 170 town halls joined the network reaching 5,615,130 people. 22,000 guides for families were issued in relation to the project. 
Workshops: 11 workshops were held and 1,900 families participated.
Celebrities: Over 193 celebrities collaborated with the campaign. 
Social Media: there were 3,810 "likes" and 3,748 followers on Facebook and 395 followers on Twitter.  
The minors' website had 26,248 visits, around 25% of which came back at least once.  
Video clip: the clip had 1,388,810  hits on youtube.  The song was downloaded over 1,700 times and accessed 181,347 times in Spotify. 
Social Media: mainly adpt women (85%), worried about the education of their children, followed on social media.  They were very receptive and positive towards the communications. The posts that generated the most response from followers were those related to Rocio Ramos-Pap and to Rayden. The engagement rate of the campaign was a very positive 5,57% (usually around 3%).

Measurement & evaluation

To evaluate the efficiency of the campaign, a quantitative post-test was done in 2015.  Results show:

Children's alcohol consumption habits:
The reality is different to what the parents believe.  Regarding the age of first consumption: parents believe that it is around 15 but it is around 14.
For those who already consume: they drink at a friend’s house (45%), at the "botellón" (30%) or in a bar (28%). The reasons why they began to drink are always social, and related to peer pressure.
Some families tolerate consumption of low alcohol drinks (like beer or wine) because of the myth that they are not so harmful for them. 
The number of minors who confirm that they will drink before they are 18 decreased as a result of the campaign (5% post VS 17% pre).
The decision not to drink alcohol rose as a result of the campaign (83% post VS 78% pre).

Knowledge of the risks of alcohol consumption by children:
The campaign increased awareness of the risks of drinking alcohol when underage.  It also increased the risk awareness about regular drinking practice in this group (52% post vs 18% pre).
82% of the parents confirm that the parent`s guide is very helpful when talking to their children about alcohol consumption. Conclusions: 

Both target groups regarded the campaign messages as very important.
8 out of 10 teenagers thought very positively about the campaign messages.
Both targets highlighted that they liked that messages are targeted to both groups.
8 out of 10 parents thought positively about the campaign materials and tools.  They also thought them to be a very helpful tool with which to talk to their children about alcohol consumption.
The campaign increased awareness of the risk of underage alcohol consumption in both target groups.
88% of the parents valued the spirits industry's development of the type of campaign.  77% of the children thought the same.

Website

http://www.menoresniunagota.es/

Downloads

Videos

Minors not a single drop

Photo gallery

Audio

Not a drop radio spot (mp3 - 0.62 Mo)