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Reducing Harmful Drinking
Improving Environmental Sustainability

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Don't be a zombie
Croatia
HUP
2025 > 2025
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 to avoid "zombie mode"
One Drink for One and One for All
Italy
FEDERVINI
2025 > 2025
To follow
Developed by students for young adults, the campaign combined contemporary communication tools with positive messaging to promote moderation and responsible socialising.
One More is Sometimes Too Much
Hungary
HSA
2025 > 2025
Over 2 million were reached on social media and 4.6 million were reached via the media.
The campaign promotes moderate alcohol consumption through a research-based digital approach. Using relatable messaging, social media and influencer content, it encourages individuals to reflect on their consumption habits and make more conscious choices.
#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”.
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, with each team developing a responsible drinking campaign concept. The Facebook event reached 2,323 users.
The hackathon combines responsible drinking education with a creative competition, challenging young people to design digital campaigns promoting moderation and tackling alcohol misuse among their peers.
Over the limit, under the weather
Croatia
HUP
2024 > 2024
Across all platforms, the media campaign generated over 2 million views and engagements.
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
By the end of 2025, the campaign had had 55+ million impressions and nearly 3.5 million completed video views.
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.
University Programme
Slovakia
Fórum PSR
2024 > Ongoing
2024–2025 Academic Year: A total of 18 students participated, organised into 9 teams, producing 10 responsible drinking campaign concepts.
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
To follow
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 > 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.
University programme Croatia
Croatia
HUP
2023 > Ongoing
Across three editions: student campaigns generated significant online visibility - over 4.6 million people and 33 students have participated in the programme.
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.
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.
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