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Reducing Harmful Drinking
Improving Environmental Sustainability

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#LittleByLittle
Croatia
HUP
2024 > 2024
Across all platforms, the media campaign successfully reached a total of 664,802 people.
Social media campaign to remind young people, especially students, to think about responsible drinking and to “take it slowly, one drink at a time”.
Arrive Alive. Don't drink and drive.
Malta
TSG
2024 > 2024
Overall the social media campaign reached over 1.6 million people generating 2.6 million impressions and 2,000 direct post engagements
Social media campaign focussed on drink driving and underlining the fact that people might underestimate the effects of excessive alcohol consumption. The message conveyed was simple yet powerful – Arrive Alive, do not drink and drive!
University programme Croatia
Croatia
HUP
2023 > 2024
14 students took part in the 2023-2024 school year. Across all platforms, the media campaign successfully reached a total of 664,802 people.
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.
Do you drink? Don't drink too much
Italy
FEDERVINI
2023 > 2023
The campaign uses thought provoking visuals that focus on misconceptions relating to alcoholic beverages aiming to dispel them.
Jameson. Easy Does It
Ireland
Pernod Ricard
2023 > 2023
Post campaign launch in Ireland, Jameson saw +21% growth in brand association with responsible drinking. 82 million were reached through earned media coverage.
The ad promotes responsible drinking by encouraging people toward more mindful, and moderate consumption.
Pour smart! Fill up your summer!
Hungary
HSA
2023 > 2023
The campaign and its messages were visible through 26 different mediums, including radios, generating a total reach of more than 1.7 million.
Social media campaign to improve drinking culture.
Time to own it, Face it, Stop it
Malta
TSG
2023 > 2023
Social media posts had: 46,215 engagements, reached 724,997 and had 1,885,445 impressions in total.
Mass media campaign to raise awareness of the negative effects of binge-drinking, of the importance of pacing one’s drinking behaviour and of the dangers of drink-driving.
Made To Be Measured
United Kingdom
SWA
2023 > Ongoing
2023 bursts (May to December): The campaign has reached over 800,000 adults across the country.
The Made to be Measured, aims to raise awareness of the alcohol content of drinks and recommended weekly units.
The Magic of Moderate Drinking
European Union
Diageo
2023 > Ongoing
The video has had over 30,000 views on Youtube since 1 December 2023.
The campaign looks to make moderation aspirational and encourages consumers to drink responsibly over the festive period.
You Do You - Drink Responsibly
Belgium
V&S
2023 > Ongoing
The videos had over 55,000 views on Youtube in November-December 2023.
Social media campaign to encourage young people to respect their limits and to say “no” to the social pressure that pushes them to consume alcohol.
Earlier is Better
Estonia
EAAPI
2022 > 2023
In 2022, 10 entertainment venues took part and 25 events were held earlier. 12 posts each on Facebook and Instagram reached 156, 880 and gained 275 followers. The campaign landing page had 2,100-page views.
Earlier is Better is an entertainment sector-centric campaign aimed at reducing alcohol abuse and the accompanying harm by changing party culture so that parties start and end 1–2 hours earlier.
Do you really want to go there?
United Kingdom
Diageo
2022 > 2022
The campaign creative aimed to help students understand how many units of alcohol are contained in popular drinks and remind them that drinking too much out can have unwanted consequences.
Drops of Advice
European Union
Diageo
2022 > 2022
The videos had over 5,000 views.
The creative campaign explores a range of fun, practical, relatable ways to deliver tips to the viewer – through small, playful, and useful nudges.
Make it a summer you will remember
Malta
TSG
2022 > 2022
The campaign reached over 392,000 people and had more than 1,400 post engagements and over 619,000 impressions.
Social media campaign to raise awareness of responsible drinking.
Minimum alcohol, maximum enjoyment
Hungary
HSA
2022 > 2022
Posts reached more than 571,500 and had more than 1.1 million impressions. The top three social media posts reached 95,000, 71,000 and 61,000 respectively.
Social media campaign which aimed to improve the drinking culture and habits of alcoholic beverages, especially, among young adults (18-29) with special attention to the expected binge drinking.
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