Objective

To raise awareness among young adults about the importance of responsible and moderate alcohol consumption.

To promote moderation and conviviality as key elements of a conscious and balanced drinking culture.

To encourage informed and responsible choices through peer-created and relatable communication.

Description

One Drink for One and One for All was the winning campaign of the 2024 edition of the university programme promoted by Federvini in collaboration with the Italian academic world. It was developed by students Maria Teresa Mastropietro and Andrea D’Aniello from University of Campania Luigi Vanvitelli and officially presented on 5 May 2025 at Palazzo San Giacomo, the institutional headquarters of the Municipality of Naples. 

Centered around the slogan “One Drink for One and One for All”, the campaign promotes moderation, conviviality and awareness as essential aspects of responsible alcohol consumption. Using fresh and engaging language developed by students, the initiative encourages young adults to enjoy social occasions responsibly and avoid excess.

The project was designed to engage younger audiences through contemporary and interactive communication approaches, including digital storytelling, quizzes, challenges and social media content. The campaign particularly emphasised the role of friendship, social connection and shared experiences in promoting responsible choices. Rather than adopting a moralising tone, the initiative aimed to communicate responsible drinking in a positive, inclusive and relatable way.

The proposal also highlighted the importance of addressing binge drinking and encouraging greater awareness of personal limits, while promoting moderation as part of a balanced social lifestyle.

Thanks to the collaboration with the Municipality of Naples, the campaign was disseminated through urban billboards and the municipality’s institutional digital channels, ensuring broad public visibility throughout the city.

Partners

University of Campania Luigi Vanvitelli

Municipality of Naples

CASA – Center for Study and Intervention on the Social Aspects of Alcoholic Beverage Consumption

Results

To follow

Downloads

Photo gallery