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Reducing Harmful Drinking
Improving Environmental Sustainability

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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 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.
“Responsibility Alliance Talks” One Voice
Greece
E.N.E.A.P. / SEAOP
2021 > Ongoing
The videos have been viewed over 54,000 times and social media posts have reached over 220,000.
Social media campaign to encourage young people to engage in the topic of responsible drinking and to reach a wider audience through young people's sharing of the videos.
Know When to Stop
United Kingdom
Diageo
2021 > 2022
Through a series of illustrated digital animations, the campaign shows what happens when common holiday pleasures like eating sweet treats, binge watching TV and films and over-decorating your home can become one too many.
Opening Responsibly
Malta
TSG
2021 > 2021
The Facebook campaign reached 60,000 people and had 183,830 engagements from 274,189 impressions.
The social media campaign highlighted the commitment of the hospitality sector to adopt a conscientious approach to re-opening while also encouraging consumers to be sensible and moderate in their alcohol consumption during the summer months.
Partnership with the French Federation of Food Banks
France
Prévention et Modération
2021 > Ongoing
7,000 full time volunteers in 79 food banks, tens of thousands of volunteers among 6,011 food aid associations and over 2 million food aid recipients have the potential of being reached through this programme.
The FFBA has committed training of volunteers on responsible alcohol guidelines so that they can communicate the information to food aid recipients.
Social Round
Belgium
V&S
2021 > 2021
12 associations took part along with many independent venues.
Social media campaign to encourage consumers to stay safe and to drink with moderation.
The Next Day
Hungary
HSA
2021 > 2021
The campaign reached a total of 250,000 through the website and social media channels and more than 1,000 respondents completed the educational quizzes.
The mass media campaign was designed to educate young adults aged 18-29 to be more aware of their alcohol consumption.
Moderation Matters
Malta
TSG
2020 > 2020
The campaign reached almost 2 million people.
Moderation Matters was created to raise awareness of the importance of drinking responsibly and within legal limits.
The Balance Challenge - #TheBalanceChallenge
European Union
Diageo
2020 > 2020
The challenge saw bartenders and celebrities around the globe take part in the campaign.
The augmented reality Instagram filter urged mobile users to practice moderation over the festive period and to support a worthy cause.
There is only one alcohol
Czech Republic
UVDL
2020 > Ongoing
Reach will be measured by engagement on the Facebook posts.
Social media campaign to raise awareness of responsible drinking and the amount of alcohol in different alcoholic drinks.
Bartender Hero
Italy
Campari
2019 > 2020
Nearly 2,000 bartenders participated in Bartender Hero
A short course aimed at making bartenders more aware of how to serve alcoholic drinks responsibly.
Good Host Guide
United Kingdom
Diageo
2019 > 2020
The guide aims to give hosts tips around how to look after guests and promote responsible drinking.
OneUNIT
Netherlands
SpiritsNL
2019 > 2022
As of December 2022, the Instagram page has 129 posts and 467 subscribers.
OneUNIT focuses on the bar industry’s responsibilities and informs them about the law relating to serving alcohol and the consequences if it is not respected.
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