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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”.
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.
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 > 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.
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.
No Binge: Responsible Consumption Communication
Italy
FEDERVINI
2022 > Ongoing
2023-2024: Universities of Sapienza and Vanvitelli: 223 students produced 77 projects. University of Verona: 80 students produced 32 projects.
University students are taught about responsible consumption before taking part in a competition to design their own campaign to promote responsible drinking among their peers.
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.
Straight Talk
Malta
TSG
2019 > 2019
On Facebook, the best performing video posts reached between 94,651 and 137,223 people. The campaign was also covered by 14 print and online press articles and visible on billboards across Malta. A total of over 9,000 minutes of campaign videos were viewed over the course of the campaign.
The campaign centered around hard-hitting messages aimed at prompting the reader to stop and think about the possible consequences of alcohol abuse.
Weekend not Wasted
European Union
Diageo
2019 > 2019
The campaign reached 25.5 million people across the five markets with 2300% uplift in awareness of DrinkIQ. The average YouTube View Through Rate was 30% and episodes posted on Facebook achieved over 1.8 million post engagements and 49 million followers.
Responsible drinking campaign targeting MTV’s social following of over 12 million fans and 52 million TV households across the UK, Spain, Denmark and Germany aiming to engage with them in a meaningful yet fun way.
PAUSE
European Union
Brown-Forman
2019 > Ongoing
By 2021, 4,800 employees were reached.
PAUSE aims to create a responsible drinking culture, to reduce alcohol-related harm and promote moderate consumption.
#LiveLikeACaptain
United Kingdom
Diageo
2018 > 2018
In total, there were 3.4 million video views, 17 million were reached and posts had 13.5 million impressions, 45,000 engagements and 50,000 clicks to the website.
The campaign used the power and connectivity of music to deliver the “Fun that isn’t remembered, isn't fun” responsible drinking message through Diageo’s brand the Captain Morgan.
Take Control
Malta
TSG
2018 > 2018
The campaign was seen by more than 100,000 people.
Visuals on social media were used to promote responsible alcohol consumption and to raise awareness of the negative effects of binge drinking.
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