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Reducing Harmful Drinking
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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
YouTube videos had over 260,000 views.
Social media campaign to raise awareness of responsible drinking and the amount of alcohol in different alcoholic drinks.
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.
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.
Responsible Hosting Roadshow Christmas 2019
United Kingdom
Pernod Ricard
2019 > 2019
1,800 employees across 30 sites in Scotland took part. Feedback from showed that many were unaware of what a home measure entails.
Interactive pop-up event for Chivas Brothers employees to demonstrate responsible hosting.
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.
Bartender Hero
European Union
Campari
2019 > Ongoing
Through the IBA partnership, Bartender Hero reaches an international network of over 50,000 bartenders.
A short course aimed at making bartenders more aware of how to serve alcoholic drinks responsibly.
Collaborations and co-operative activity
Ireland
Drinkaware.ie
2019 > Ongoing
In 2022, 20,000 drip mats were distributed through VFI representatives, 3,750 were provided to key bars located in Dublin city for Pride Weekend, and 4,000 were sent to the Galway races.
Drinkaware seeks to work in collaboration with mission-aligned organisations to further amplify public health work. Collaborations can include academic, semi-state, trade body and media organisations.
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.
Global Alcohol Responsibility Week
European Union
Edrington
2018 > 2023
2,300 employees reached in more than 20 countries.
Workplace prevention programme to promote responsible drinking
Drink Wisely
Belgium
V&S
2018 > 2019
2019: Vinum Et Spiritus offered the first ten registrations (each worth 25€) for the charity race organised by the Emilie Leus Fund.
Vinum Et Spiritus and the Emilie Leus Fund work together to raise awareness of responsible alcohol 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.
Let it be on me!
Greece
E.N.E.A.P. / SEAOP
2018 > 2018
In total there were 70 photo, 45 short story and 13 video entries.
Competition to encourage young people aged 18 - 25 to think about responsible consumption and responsibility in general.
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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