When it comes to getting an important message across, creativity is key. That’s exactly what a group of university students from the Faculty of Economics and Business at the University of Zagreb proved with their dynamic campaign, "Od viška glava boli"—or in English, "Over the Limit, Under the Weather." This clever twist on a well-known Croatian saying flipped the script to highlight the negative effects of excessive drinking, driving home the importance of moderation in an engaging and relatable way.
The student-led campaign took an innovative approach, blending online engagement with real-world experiences to maximize impact. Social media was a major driver, featuring eye-catching posts, reels, and interactive giveaways, while influencer partnerships with Marko Vuletić and Lada Kušec Deči helped spread the message to wider audiences through TikTok and Instagram.
But the initiative didn’t stop at digital outreach. The campaign also brought its message to life through strategic collaborations with Lollipop Events (bringing music from 2000's and 2010's back to life) and the Museum of Hangovers. These partnerships led to immersive experiences where students could engage in fun yet thought-provoking activities about responsible drinking. Custom-designed trivia card games, branded goodie bags filled with hoodies, jiggers, and alcohol breathalysers, as well as event activations, reinforced the importance of moderation in a way that was both memorable and effective.
The impact of "Over the Limit, Under the Weather" was undeniable. Across all platforms, the campaign reached more than 2 million people, sparking conversations and raising awareness like never before. Beyond just numbers, the campaign made a tangible impact on knowledge and attitudes toward alcohol. A pre- and post-campaign study revealed significant results, including a 13% drop in self-assessed knowledge about alcohol between before and after, suggesting that students realised the complexity of the issue and became more open to learning.
This type of peer-to-peer campaign is a winning formula. With its mix of creativity, education, and entertainment, "Over the Limit, Under the Weather" turned an essential message into a movement. By meeting young people where they are—both online and in real life—the campaign not only raised awareness but also encouraged meaningful reflection and behaviour change. And if the results are anything to go by, these students have set a new standard for how responsible drinking campaigns should be done!
