DIAGEO ENCOURAGES STUDENTS TO DRINK HEALTHILY
A surprise awaits unsuspecting students as the parties for Freshers’ Week take hold. Drinks producer, Diageo Great Britain, producer of brands such as Smirnoff, Guinness and Baileys, has developed a number of innovative ways to encourage students to think about and moderate their drinking during Freshers’ Week.
The pilot, called “One Two Many”, reminds students that drinking too much can potentially see them end up in bad situations, such as suffering from memory loss or passing out in the bathroom. The unique designs have been developed by creative marketing agency, Creative Orchestra.
Students will be given a camera at the start of the night to take pictures and capture their night out. However, in a reminder of how nights can often be a bit hazy the morning after, when the photos are returned they will find additional images blurred and labelled with the responsible drinking message such as, “Some of your memories are blurry. To ensure a better quality night, make sure you drink responsibly”.
The responsible drinking campaign features packs of Russian Roulette Breadsticks, containing one chilli flavoured breadstick. These will be given away to engage students on the importance of pausing for a snack between sips.
Students visiting the Students’ Unions of participating universities will see temporarily installed vinyls in selected toilet cubicles which create the illusion of someone passed out on the floor as a result of drinking too much. Curved mirrors have also been placed on the walls of the bathrooms to give users a distorted appearance and make the viewer question whether or not they have had “One Two Many”.
Mark Baird, CSR Manager, Diageo GB said: “We wanted to design a campaign to help students at the participating universities have fun and be more responsible in Freshers’ Week. Our aim is to encourage them to think twice about their drinking in a fun and non judgemental way. We hope that the pilot becomes a talking point in the Union bar and that people have a much better experience as a result.”
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Tags: bad situations, campaign, campaign features, creative orchestra, csr manager, Diageo, drinking, Freshers, fun, Great Britain, Mark Baird, night, orchestra students, pilot, producer, responsible drinking, result, russian roulette, toilet cubicles, unsuspecting students, Week
