Annual social awareness campaign from the Spanish Brewers

In Spain,Un Dedo De Espuma Dos Desdos De Frente (“A thick head on your beer but not on your shoulders”) is an annual social awareness campaign from the Spanish Brewers which aims to persuade young adults (18-30 years) to drink beer only in moderate quantities and enjoy the social occasion involved. The campaign has been run in co-operation with the Ministry of Agriculture, Spanish Consumers and Users Confederation (CECU), the Union of Consumer (UCE-UCA), Regional Governments, IEC, CdC, Leon and Sevilla City Halls, the European Institute of Design (IED) and Club of Creatives (C de C). When the campaign first started, established designers produced the materials but, since 2003, a competition for young students has provided the creativity for the campaign.
Since 2012, the campaign’s message has been further enhanced by an interactive digital youth poll to discover the drivers of consumption, with a reward offered as an incentive to participate.There was a continued use of digital communication platforms (e.g. social networking sites, etc.) and a micro-statement competition started through Twitter. In 2013, the image of the campaign was renewed with emphasis on the use of social media in order to keep connected with the public, including: graphic (pinterest and instagram), writing (twitter) and audiovisual (youtube). The winning image, with the campaign messages, were distributed to the university bars all around Spain via
200,000 placemats and cover snacks.
In 2014, the creative competition, was promoted with a youtuber (Zorman) and instagramer (@Kainxs) with many followers: Zorman’s video (Youtuber with more than 275,000 followers) had around 102,152 views and 3,885 likes. 325 comments were made in the campaign platform. @kainxsinstagramer’s video (126,000 followers) received more than 2,266 likes and 110 comments in the first two weeks. Six thousand information materials were distributed in nearly 150 colleges and schools throughout the country. There have been 56 media impacts, with a further 3,383 in social media. The creative competition concluded with more than 1,200 proposals, a 10% increase in micro-statements when compared to the previous year and a high level of activity on Youtube (around 83,000 subscribers) in the audiovisual category.
In 2015, the Spanish Brewers involved 12 digital influencers on the main social networks (the number of followers is the figure at the time of the campaign). OnYouTube the influencers were Desiré Delgado (13,173 followers), Diego Galilea (40,692) and La chica del andén (125,207). On Instagram, Daniel Rueda (41,946 followers), Anna Salvador (62,000) and The hanging plants (62,500) got involved. On Facebook the digital influencers were La Chica del Andénagain (7,536 followers), Julian Marinov(12,235) and Hugo Gómez (108,523). Whilst on Twitter, Karli Gavaldá (15,989 followers), La chica del andénonce more (8,268) and Lyona Ivanova (16,200) all got involved.