The Respect 18 project started as a communication and educational campaign in 2013 in the Czech Republic. The initial founders were the Municipality of Pilsen, Plzensky Prazdroj and the Center for Drug Prevention and Therapy. Between 2013 and 2015, the communication campaign focused on tackling the existing tolerance of underage drinking among adults, while the education campaign targeted on and off-trade alcohol retailers and sought to strengthen understanding, give advice and help with managing situations within their establishments.