Responsibility on Campus

Espirituosos España
Spain
2018 > Ongoing
#AwarenessRaising #PublicPrivate

Objective

  • To raise awareness of irresponsible drinking
  • To help university students be more mindful in preventing alcohol abuse
  • To help combat underage drinking
  • To increase knowledge about spirit drinks among students (the art of distillation, agricultural raw material, origin, tradition etc)

Description

University students are taught about responsible consumption and spirit drinks before taking part in a competition to design their very own campaign to promote responsible drinking.  The idea is to use communication between equals as peer-to-peer communication is very effective.  Once the winners are selected an award ceremony takes place, where the winners receive their prizes, and a press release is issued in order to bring awareness to the project.  Winning entries are made available by Espirituosos España for municipalities and organisations to use, such as on their social media and logos.

PHASE ONE: Training in Responsible Consumption

  • Training on responsible consumption: Before taking part in the training students fill in a survey about their consumption habits.  The lesson is supported by the “student’s guide” which covers topics such as: the effects of alcohol on the body; what a standard drink is; responsible guidelines, limits and when you should not drink alcohol; reasons why you should drink alcohol in moderation; myths, and what the law says about drink-driving.
  • Optional Distillery Tour: A distillery tour to show students how spirits are produced (because of the COVID-19 situation it is not possible to do this at currently).  Before the tour there is a presentation about spirit drinks to provide information on the art of distillation; the agricultural raw materials used to produce spirits, and the origin and tradition of spirit drinks and how they have shaped spirit drinks over the centuries.  During the tour students find out more about distillation, flavouring and maturation of spirits.

PHASE TWO: Creating and presenting the campaign: Students work in groups over a six-month period to design a responsible drinking campaign targeting young adults or informing minors that they shouldn't drink any alcohol.  Students are supported by university teachers during the process.  When finalised, the teams chosen by the University present their proposal to Espirituosos España’s marketing committee.  The winner receives two prizes: A trip to some distillery and the pride of seeing their campaign launched!

Winning entries

2020-2021: The winners from the University Rey Juan Carlos developed a poster campaign to address underage drinking.  The students related curious and fun facts about animals to stablish a comparison between them and underage consumption.  The creatives are available during 2022, for use.

  • Series 1 “Temptations”: This series play with the idea of resisting temptation and show animals calmly facing temptation. They encourage the observer to “Resist temptation dude.  If you are a minor, zero alcohol!”
  • Series 2 “Data”: This series provide a fact about the animal shown such as “a camel can go more than 10 days without water” then they ask, “And are you in a hurry to drink alcohol?”

2019-2020: The 2020 winner is “Historias y punto” (stories of full stop).  The name of the protagonist “punto” is a play on punctuation and alcohol consumption that gives the double meaning in Spanish of “get a buzz”.  The visuals were adapted by Espirituosos España who added logos of the municipalities who used them.

2018-2019: The jury decided both finalists were winners.  The winning proposals are NoTanto (Not too much) and YoNoLoVeo (No Way).

  • NoTanto: The aim is to transmit the values of responsible drinking.  Four posters were created that use examples of daily life to show that moderation is better than excess.  They encourage responsible alcohol consumption by appealing to moderation and common sense and by highlighting the need to live a healthy lifestyle.  The audience then connect the idea of moderation to the consumption of alcoholic beverages. 
  • YoNoLoVeo: The aim is to raise awareness among the public that minors should not drink any alcoholic beverages.  Five visuals mix drawing and photography to reflect situations in which there is an obvious misfit.  This serves as an analogy to show that the consumption of alcohol by minors is equally out of place.

Partners

Rey Juan Carlos University: third year students studying Advertising and Public Relations at Rey Juan Carlos University

University of Granada (from 2019): Students studying audio-visual media

Results

So far, more than 900 university students have received training on responsible consumption.

2019-2020: Visuals were used by 10 municipalities and by other Universities (like Universidad de Huelva) to spread the responsible consumption message on their social media.  The municipalities have reported more than 40 different posts and more than 3,000 views of the campaign.

2018-2019: The posters from the NoTanto campaign are displayed on university campuses in Madrid to raise awareness among students.  The visuals from the YoNoLoVeo were used for Espirituosos España’s “Minors and Not a Drop” campaign and were shown on on-street advertising, buses and bus shelters in Madrid.  They were also used in 2021 by Metro de Madrid for their underage drinking campaign (Metro and the Alcohol and Society Foundation join forces against under-age drinking | Metro de Madrid (metromadrid.es)

Measurement & evaluation

2020-2021: Pre-and-post training questionnaires were given to the university students.  

  • Before training 92,3% of students believed that they drank alcohol responsibly and 43% said it was responsible “most of the time”. However, after the training only 37% said they drank responsibly with 10% stating that the training made them to rethink their consumption.
  • Before training 24% knew that mixing alcohol doesn’t make you drunker (what really matter is the amount of pure alcohol drank) while this had risen to 90% after training.

This suggests that the training is very effective in increasing knowledge about alcohol among the students.  Indeed, 90% said that their knowledge about alcoholic drinks has been improve.

About their future commitments:

  • Is highly probable that more than 70% of the students will take the information about responsible drinking into account.
  • 66% declare that they drink responsibly.

What they say about the training:

  • It is necessary and you learn a lot from it. Thank you very much!
  • It is very interesting.
  • I learnt a lot about alcoholic drinks.
  • Thank you, I enjoyed it.

2018-2019: The training on alcohol helped to break false perceptions and myths held by many students.  The pre-training survey found that 90% of the students believed that young people drink too much.  However, official data shows that 95% drink responsibly.  This shows that the students did not know what “excessive drinking” is and that they lacked general information about alcohol and its effects before the training. 

The campaign has been welcomed by the public institutions, and city councils outside Madrid are interested in developing similar projects in partnership with Espirituosos España.

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