University programme Croatia

Objective

To help university students be more mindful of their drinking

To increase knowledge about alcohol among students

To raise awareness of irresponsible drinking and the negative effects of alcohol abuse among students

Description

Background

In 2025, the Standardised European Alcohol Research (RARHA-SEAS) found that 11% of Croatians had at least one occasion of heavy episodic drinking per month in the past year. The age group most affected is 18–34-year-olds (17%). Alcohol was consumed most frequently (once a week or more) at home (30%) or with friends, colleagues and acquaintances (30%).
Research conducted among first-year medical students at the University of Zagreb in the 2015/2016 academic year showed a prevalence of binge drinking of 72% (80% in males and 67% in females). The highest proportion of male (38%) and female (37%) students consumed five or more drinks in a row six or more times in the last 12 months.
In 2018, HBSC (Health Behaviour in School-aged Children) found that Croatia is above average in terms of alcohol consumption among young people.
In 2019, ESPAD (European School Survey Project on Alcohol and Other Drugs) found alcohol consumption remains high among adolescents in Europe, with more than three-quarters (79%) of students having drunk alcohol in their lifetime and almost half (47%) of them drinking it in the last month (current use).

These studies show that alcohol consumption among young people in Croatia is a significant public health issue, illustrating the need for this programme.

The programme

The programme is comprised of four parts:

Pre-/post-survey: The survey focuses on consumption habits and knowledge about alcohol and responsible consumption.
Information session: Students learn about the basics of alcohol, consumption trends, and the importance of responsible alcohol consumption. The information covers topics such as: the effects of alcohol on the body; what a standard drink is; responsible drinking guidelines and limits; situations when alcohol should not be consumed; reasons to drink in moderation; common myths; and what the law says about drink-driving.
Creative competition: Students work in groups to design a responsible drinking campaign targeting young adults (their peers). They must develop key messages, visuals and a communication plan. They are supported by university teachers and Communication Office Colić, Laco and Partners during the process.
Awards ceremony: An awards ceremony is held on campus where all student campaigns are presented to an expert jury consisting of two representatives of the Coordination, a professor, and a representative of the marketing agency. The jury evaluates the entries and awards the best campaign. Other students are invited to attend the presentations.

In addition, to increase the visibility of the programme, a digital media campaign — which may include influencers, major Croatian online portals and OOH digital screens (digital out-of-home advertising) — is run after the programme concludes to raise awareness of the initiative and the winning campaign.

A section on the konzumirajodgovorno.hr website was also created so students can learn more about responsible drinking after the campaign has finished.

First edition (October 2023)

Students from the VERN faculty studying Community Management voluntarily took part in the programme.

Information session: Lucija Sabljić, Representative of the Teaching Institute for Public Health, gave a lecture to the students about the basics of alcohol, trends and the importance of responsible alcohol consumption.
Awards ceremony: As part of the ceremony, students were presented with the results of a survey on student habits and attitudes about alcoholic beverages, which was conducted among VERN students. The results showed that although students believe they know enough about alcohol, they lack knowledge about its effects and possible harms.
Influencer presentation: After the presentations, students had the opportunity to learn what it means to be an influencer and how good content is created on social media. Influencer Sandro Slavnić (Sandrotellingstories) shared his experience and knowledge about the responsibility of publishing content online.
Winners: The winning campaign #MaloPomalo (#LittleByLittle) was designed by a group of five students Petra Buljan, Anja Milinković, Daniela Vuleta, Marija Cinotti and Jaga Komazec. The campaign aims to make their peers aware of the importance of responsible alcohol consumption and to prevent alcohol abuse among young people. The winning campaign was launched in February 2024.

Second edition (March 2024):

Students from the Faculty of Business and Economics, University of Zagreb voluntarily took part in the programme.

Information session: Students received an educational document about the basics of alcohol, trends and the importance of responsible alcohol consumption.
Awards ceremony: Students presented their campaigns to the jury and their peers. The best campaign was selected by the jury and presented with the award.
Winner: The winning campaign (Od viška glava boli) was designed by three students – Tea Andrić, Maja Horak and Marta Bukovski. It aims to make their peers aware of the importance of responsible alcohol consumption and prevent alcohol abuse among young people. The winning campaign was launched at the end of October 2024.

Third edition (April 2025):

Students from two universities (the Faculty of Business and Economics, University of Zagreb and Algebra Bernays University) voluntarily took part in the programme.

Information session: Students received an educational document about the basics of alcohol, trends and the importance of responsible alcohol consumption.
Awards ceremony: Students presented their campaigns to the jury and the best campaign was chosen by the jury and presented with the award.
Winner: The winning campaign (Ne budi zombi) was designed by three students – Ana Lanč, Tena Šusterić and Ela Marić. It aims to make their peers aware of the importance of responsible alcohol consumption and prevent alcohol abuse among young people. The winning campaign was launched at the end of October 2025.

Partners

VERN University

Faculty of Business and Economics, University of Zagreb

Algebra Bernays University

Lucija Sabljić from the Mental Health and Addiction Prevention Service of the Andrija Štampar Teaching Institute for Public Health

Communication Office Colić, Laco and partners (supports the students in the creative process)

Sandro Slavnić (Sandrotellingstories) social media influencer

Results

The student campaigns generated significant online visibility:

The #MaloPomalo campaign reached 664,802 people.
“Od viška glava boli” generated over 2 million views and engagements across digital platforms.
“Ne budi zombi” generated over 2 million views and engagements across digital platforms.

A total of 33 students have participated in the programme across its first three editions: 7 third edition; 12 second edition; 14 first edition. The initiative is delivered in a small, interactive format that allows students to work closely with lecturers and communication professionals while developing responsible drinking campaigns.

Measurement & evaluation

First edition: The post-programme survey conducted after the first round of the programme showed a noticeable increase in participants’ knowledge about alcohol consumption and its effects:

33% more participants correctly identified the drink with the highest alcohol content.
37.5% more participants knew whether intoxication occurs more quickly when different types of alcoholic drinks are mixed.
29.17% more participants knew how long it takes for the liver to eliminate one standard unit of alcohol.
83.33% more participants correctly answered that sleeping does not help eliminate alcohol from the body.

There was also a slight decrease in the percentage of respondents who believed they consumed alcohol responsibly (83.3% compared to 87.5% previously), suggesting a more critical self-assessment and possibly a deeper understanding of responsible consumption, reflecting increased awareness of their drinking habits.

These findings demonstrate the campaign’s success in enhancing knowledge and shifting perceptions related to alcohol consumption among participants. The results highlight the positive impact of targeted educational initiatives on public health awareness, fostering a more informed and cautious approach to alcohol consumption. They also confirm the need for continued educational campaigns.

Second edition: The same study was conducted during the second round of the programme, focusing on students’ consumption habits, knowledge about alcohol, and responsible drinking.

The study showed a significant increase in participants’ knowledge about alcohol consumption and its effects:

15.8% more participants correctly identified the drink with the highest alcohol content.
32.5% more participants correctly understood whether wine or beer contains more alcohol.
20% more participants knew whether mixing drinks leads to faster intoxication.

There was also a 13.3% decrease in self-assessed knowledge about alcohol and alcoholic beverages, suggesting that the educational programme encouraged participants to reflect more critically and recognise gaps in their knowledge. This indicates increased awareness of the complexity of the topic, which is an important step towards learning and behavioural change.

Third edition: The study was conducted again during the third year of the programme. Results showed further improvements in knowledge:

46% more participants correctly identified the drink with the highest alcohol content.
33.3% more participants correctly understood whether wine or beer contains more alcohol.
30.1% more participants knew whether mixing different types of alcoholic drinks leads to faster intoxication.
7.9% more participants correctly understood that neither sleeping nor drinking coffee helps eliminate alcohol from the body or sober up.

Website

https://www.konzumirajodgovorno.hr/