spiritsNEWS March 2023

No Binge - Communicating Responsible Consumption in Italy

The award ceremony of the project "No Binge - Communicating Responsible Consumption" took place on 1 February in Rome, at the “La Sapienza University”, at the end of a cycle of lessons that saw students of the Master's degree in Marketing involved in a contest to develop messages on the prevention of alcohol abuse among young people. The project was initiated by Federvini with the support of the University and professors who made it happen.

The students were given the task of devising dedicated communication campaigns aimed at combating alcohol misuse and abuse among their peers. The students enthusiastically accepted the challenge and presented numerous projects of high seriousness, sensitivity, and creativity, demonstrating a conscious approach to the subject. The originality of the claims, the social proposals, the involvement of influencers, and the messages proposed, highlighted the value of the approach in tackling an issue of economic, social, and cultural relevance.

The students of the second-year Marketing Planning course, divided into teams, presented 58 projects, taking up the analytical and creative challenge of the brief. The Evaluation Committee composed of University professors, marketing professionals, and industry representatives - evaluated the projects and defined a ranking.

The winner of the first edition of the 'No Binge- Communicating Responsible Consumption' project was the 'Draw the insight' team, composed of Anna Fornaro, Angela Gorgoglione, and Giulia Zeoli. 

After Spain, Italy is the second country to implement this peer-to-peer approach among university students and should be followed this year by Portugal and Bulgaria. Ideally, more countries will join the project over time in order to create a truly European contest to identify best practices, and sources of inspiration to continue fighting alcohol-related harm by promoting responsible drinking patterns.

Alberto Mattiacci, Professor of Economics and Business Management at the Sapienza University of Rome who promoted the contest said he gladly took up Federvini's idea to involve Sapienza students in a challenge that requires them to apply the conceptual and instrumental power of marketing to socially useful and relevant topics. When the project was launched in late summer 2022, nobody could imagine that its conclusion would coincide with a moment of great attention, also in the media, on the issue of alcohol education (referring to the Irish draft legislation on health warning labels). For Prof. Alberto Mattiacci “it seems evident that the alternative to a paternalistic or, even worse, prohibitionist approach to alcohol consumption can only be information and education.” He concluded, “we are pleased to have opened up this avenue in Italy and we hope, as of the next academic year, to be able to involve other universities in this civic exercise”.

Want to watch some highlights of the 1st Award Ceremony? Click here

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