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Reducing Harmful Drinking
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Better Safe Than Sorry
Malta
TSG
2025 > 2025
To follow
The “Better Safe Than Sorry” campaign promotes responsible drinking and safer mobility choices in Malta, encouraging individuals to plan ahead, recognise their limits, and avoid drink driving.
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.
Catch Your Breath
Belgium
V&S
2025 > Ongoing
In summer 2025, 9 festivals, each with Flinebooth, were attended and 88,657 breathalyser tests were taken. The campaign reached more than +1.3M.
Catch Your Breath is an awareness campaign designed to prevent drink driving and help people better understand their alcohol intake and its consequences, through a positive, non-judgmental approach.
Take the time to use a breathalyser
France
Prévention et Modération
2025 > Ongoing
In 2025: a total of 47 FlineBoxes were installed, generating 27,345 breathalyser tests over a six-month period. The campaign also achieved a reach of more than 2.4 million people, supported by strong regional media coverage.
Deployed across nightlife venues in France, the initiative installs FlineBox breathalyser terminals in bars, nightclubs and restaurants, allowing patrons to voluntarily and anonymously test their alcohol level before driving.
United in Moderation Award
European Union
spiritsEUROPE
2025 > Ongoing
In 2025: 16 entries were received from 6 countries.
The United in Moderation Award recognises and promotes the most creative and impactful responsible drinking campaigns developed by university students across Europe.
#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, 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.
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.
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