spiritsNEWS April 2019

“Stay Yourself”, a pan-European campaign for students

Working with students associations and universities across Europe, Diageo has developed a Pan-EU campaign tools conveying the “Don’t Lose it in Public, Drink responsibly. Stay yourself” message to aware public from harmful effects of irresponsible drinking and its bad consequences.

It puts the spotlight on responsible drinking to equip university students with the information they need to make informed and positive choices about drinking, or not drinking.

Fun, animated series with a light-hearted and humorous tone, have been designed to help students make more informed choices about drinking. (enjoy “The student loan”, the “Two burgers” and “The Massage”)

The key tips to ‘stay yourself’ when enjoying alcohol in moderation, include always eating before a night out, spacing alcoholic drinks with water or soft drinks and looking out for friends to make sure they get home safely.

The tool-box for campus students also include a gallery to provide some inspiration for consumers to create their own campaign (from t-shirts to a food pong game) as well as downloads (a variety of assets - coasters, t-shirts, postcards, posters, tent cards and games) so that students can run their own campaign on campus. Included are the artwork files so that it can be personalised. All files can be used free of charge.

So far, the programme has reached 194,400 people in Belgium; 5,099 people in Germany; 2,494 people in Northern Ireland; and 4,000,000 people in Poland. 

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