Objective

To encourage informed and responsible choices among young adult consumers.

To strengthen awareness of the legal, social, health and communication aspects of alcohol consumption.

To support peer-to-peer education through student-led campaign development.

To show that responsible drinking messages can be communicated in a relevant, creative and non-moralising way.

Description

The University Programme aims to promote responsible drinking among young adults by engaging university students in the creation of communication campaigns about responsible alcohol consumption. The initiative is part of the broader United in Moderation framework and aims to raise awareness not only among students but also among the wider public through media outreach and partnerships.

It was launched in December 2024 when FORUM PSR SLOVAKIA signed a Memorandum of Cooperation with the Faculty of Mass Media Communication at the University of Ss. Cyril and Methodius in Trnava (UCM).

The programme includes the following elements:

• Pre/post questionnaires: Students complete a questionnaire to gauge their knowledge of alcohol and responsible consumption before and after the information sessions.
• Information sessions: Students attend two one-hour information sessions. The first session covers: an introduction to the project and information about Forum PSR Slovakia, its activities and projects; information about alcohol production and its placement on the market as a food product; and the legal and ethical rules governing alcohol advertising. The second session covers: responsible alcohol consumption; the health and social consequences of excessive drinking; and communication strategies related to responsible drinking.
• Project platform and learning materials: A password-protected online student platform is available at www.pisrozumom.sk/univerzita.
• Creative competition: Following the lectures, student teams have around two months to design a digital communication campaign aimed at combating alcohol misuse among their peers. The aim is to use a peer-to-peer communication approach, as messaging between equals is particularly effective. Students receive guidance and support throughout the process.
• Prize ceremony: Students present their entries to a professional jury and the winning teams receive prizes. 

2024–2025 Academic Year: Pilot

The first year of the programme ran from February to June 2025. The course was led by Vladimíra Jurišová, Head of the Department of Marketing Communication, and Matúš Hliboký, External Lecturer (Copywriter, Ideamaker, Transcreator and Creative Director).

In June 2025, the projects were evaluated by a professional jury consisting of:

• Academic staff from UCM: Martin Klementis and Igor Piatrov (UCM professional assistants).
• Addiction prevention specialists: Terézia Valachová (psychologist and expert in substance and behavioural addictions at CA PRIMA) and Sabína Lužica Brédová (social worker, Chairwoman of the civic association Dom svetla Slovensko and Project Manager at CA PRIMA).
• Advertising and communications experts: Eva Tiko Rajčáková (Executive Director, the Advertising Council), Katarína Droppová and Michaela Hanáková (PR agency 10/10 Communications).
• Media partner representative: Matúš Majer (Head of Native Ads, Startitup publishing house portal).
• FPSR representatives: Tomáš Huba and Zuzana Bôriková.

In addition to creativity, the jury also assessed whether the campaigns had the potential to be implemented outside Slovakia and whether they could contribute to a better understanding of the risks associated with excessive drinking. 

Winning entries

• 1st place: Klaudia Stanislavská and Jozef Prokein – “Drink Less, Experience More” (Pi menej, zaži viac).
  The campaign targets Generation Z and builds on a strong, easy-to-remember message: “Drink less, experience more”. It avoids moralising and aims to speak to young people in a relatable and accessible way. The main inspiration is the FOMO (Fear of Missing Out) phenomenon – the fear of missing important moments. The insight comes from a familiar student experience: when someone misses a day at school, that is often when the most interesting things happen. The same can apply to alcohol. When people drink excessively, they may become so intoxicated that they no longer notice what is happening around them. The fun continues, but they miss the best moments of the evening.
• 2nd place: Angelika Szarková and Nina Mášiková – “Drink Wisely” (Pi s rozumom), which aims to challenge stereotypical perceptions by connecting Slovak traditions with modern culture.
• 3rd place: Alexandra Šabová and Jela Vážanová – “Generation Z” (Generácia zmeny), which explores how Generation Z may not be what older generations perceive it to be. 

United in Moderation Award Ceremony – Brussels, November 2025

The campaign by Klaudia Stanislavská and Jozef Prokein was selected among the top three entries (out of 16 entries from six countries) invited to attend the United in Moderation event in Brussels. During the ceremony, their campaign received the gold award, winning the competition. 

2025–2026 Academic Year

Following the successful pilot, the initiative will continue at UCM for the 2025/2026 academic year. There are plans to expand cooperation to at least one additional university in Bratislava.

The initiative will also seek cooperation with the Ministry of Education, NGOs and the Traffic Police of the Slovak Republic, and will continue to promote responsible drinking through media campaigns and student activities.

Partners

Faculty of Mass Media Communication at the University of Ss. Cyril and Methodius in Trnava (UCM)

Results

The pilot programme generated strong engagement from students, experts and media partners, demonstrating the value of student-led initiatives in promoting responsible drinking among young adults. It showed that peer-to-peer campaigns can address the topic in a credible and engaging way for young audiences.

A total of 18 students participated, organised into 9 teams, producing 10 responsible drinking campaign concepts.

The winning Slovak campaign, “Drink Less, Experience More” (Pi menej, zaži viac) by Klaudia Stanislavská and Jozef Prokein, went on to win the EU-level United in Moderation Award 2025, highlighting the international relevance and quality of the students’ work.

Measurement & evaluation

Evaluation of the programme includes pre- and post-programme questionnaires measuring students’ knowledge about alcohol and responsible consumption.

2024–2025 Academic Year:  The results showed a clear educational impact:

• 66% of students reported improved knowledge about responsible drinking after attending the information sessions.
• 22% reported a significant improvement in their knowledge.
• 66% said they would apply the knowledge gained in practice.
• 28% declared a high likelihood that they would drink responsibly in the future.

In addition to the questionnaire results, qualitative feedback from project partners and jury members highlighted the value of combining expert input with student creativity. The programme was praised for:

• Giving students experience of working on a real-life communication brief.
• Encouraging socially relevant, non-moralising messaging.
• Producing campaign concepts with potential for implementation beyond Slovakia.
• Demonstrating that responsible drinking education can be modern, relatable and impactful.

The success of the pilot confirmed the value of the University Programme as a sustainable platform for education, self-regulation and peer-to-peer communication, and provided a strong basis for its continuation and expansion in the 2025/2026 academic year. The international recognition at the United in Moderation Awards 2025 further highlighted the programme’s success and its potential for expansion.

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