For the past five years, the University Rey Juan Carlos in Madrid and the Spanish Spirits Federation - Espirituosos España have been organising a creative competition among university students to prevent underage drinking and promote responsible drinking among young adults. The winning campaign 2021 is aimed at preventing underage drinking.
With this initiative, both entitites show their concern to promote responsible attitudes towards alcohol consumption, both among the university population and other groups at risk, such as minors. To this end, they organise an annual competition to reward a campaign carried out by students of the Rey Juan Carlos University that best promotes responsible behaviour in the consumption of alcoholic beverages: either the promotion of moderate and responsible consumption in adults, or the prevention of consumption in minors.
During the award ceremony at the end of last year, the Vice-Rector of the University, Mercedes del Hoyo, thanked Espirituosos España for its commitment to promoting responsible drinking habits, which has enabled the development of a public-private collaboration initiative, showing students the business reality beyond the campus. For his part, the Director of Espirituosos España, Bosco Torremocha, emphasised that after five years carrying out this competition with students from the Rey Juan Carlos University, great results can be measured. Bosco Torremocha is confident the the 2021 winning campaign will make society as a whole think about the need for minors not to consume a drop of alcohol.
For the last campaign, a group of five students in Advertising and Business Administration were responsible for the creativity and design of the winning graphic campaign. The campaign, aimed at raising awareness among minors of the need not to drink any alcohol emphasized two different creative lines. The first of these, called Temptations, under the slogan "Do not give in to temptation, mate", depicts different situations starring animals in which the campaign alludes to the need to overcome temptation and not be in a hurry to consume alcoholic beverages.
The second creative line, called Datos (Data), contributes to the idea of not rushing the moment to start drinking, but this time providing curious facts about animal habits such as camels drinking water every ten days, or koalas spending more than 22 hours a day sleeping.
The graphic campaign stands out above all for its simplicity and minimalism in conveying the idea that being underage is not the right time to consume alcoholic beverages, through direct and friendly communication. The colourful posters and the direct and simple language make the campaign perfectly adapted to the communication codes of the target underage public.
The winning campaign, as in previous years, will be displayed on the University's digital media and on social networks, especially Instagram.
