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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!
Fair play, Responsible drinking
Hungary
HSA
2024 > 2024
The press releases were published in 27 media outlets and in a print newspaper reaching 2,492,980 people. Facebook posts reached 912,878 with 5,266 engagement (shares, likes) and 950,937 impressions.
Social media campaign which encouraged sports fans to enjoy supporting their team without relying on excessive alcohol consumption underling that it is vital to remain mindful of their alcohol consumption.
LANA Creative Hackathon
Latvia
LANA
2024 > 2024
19 young people (in six teams) took part in the hackathon. Each team produced a campaign idea. The Facebook event about the hackathon reached 2,323 users. LANA's website page about the hackathon had 102 views and the page with the winners received 80 views.
The hackathon which kicks off with an information session on responsible drinking, recommended guidelines, and the importance of moderation. This is followed by a creative competition, to design a digital communication campaign aimed at combatting alcohol misuse among their peers.
Over the limit, under the weather
Croatia
HUP
2024 > 2024
The media campaign successfully reached a total of over 2 million people across all platforms,.
The media campaign targeted young people, especially students, to think about responsible drinking, reminding them that “if you go over the limit, you will feel under the weather”.
Rethink Drink
Greece
E.N.E.A.P. / SEAOP
2024 > Ongoing
During Year 1 (2024) the campaign achieved outstanding results outperforming all media targets reaching 3.8 million people on Facebook and Instagram alone.
The mass media campaign was designed to raise awareness, especially among young adults aged 18-29, of responsible drinking and how to put it into practice.
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.
You Do You - Drink Responsibly
Belgium
V&S
2023 > 2023
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.
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.
University programme Croatia
Croatia
HUP
2023 > Ongoing
26 students took part over two years. Across all platforms, in the first year, the media campaign successfully reached a total of 664,802 people. In the second year, the campaign reached over 2 million 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.
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.
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