Campaigns addressing young adults on the subjects of both binge drinking and drink driving

In the summer of 2012 the Italian Brewers (AssoBirra) also launched their further initiative under the www.beviresponsabile.it umbrella, following on from “Diglielo tu”, “O bevi o guidi” and “Se aspetti un bambino l’alcol può attendere”. “Movida alternativa” addressed young adults on the subjects of both binge drinking and drink driving.In cooperation with local authorities the initiative toured Italy, visiting the nightlife centres of Milan and Florence with an information corner, drink drive simulator and alco-goggles. In 2013, the campaign was then rebranded “Take charge of your life. Either you drink or you drive Experience Tour 2013”. Aiming to raise young people’s awareness through a fun, experience-based approach, it provided a first-hand glimpse of the consequences of alcohol abuse and relaunched the message “If you’re drinking, don’t take the wheel. If you’ve had a drink, let someone else drive”. The campaign spread its message on a nationwide tour of Italy that covered 1800 km during two months (June and September), with 7 events in the squares of 7 major Italian cities (Turin, Verona, Genoa, Rimini, Rome, Salerno and Lecce) and the sponsorship of host cities. A branded truck and a task force of 7 young people engaged visitors with an interactive experience consisting of ability tests with 3-D goggles and a safe driving simulator that provides a fun yet enlightening experience on the risks of driving under the influence of alcohol. The campaign was chosen by the Ministry of Health among those worthy of using the logo of the Italian government’s interdepartmental “Gaining health” plan. It was also prepared in association with Media Friends (the non-profit organization of R.T.I S.p.A., Mondadori S.p.A. and Medusa S.p.A.) which, in association with AssoBirra, decided to prepare a TV spot to contribute to promoting the Tour and to further spread the message. The spot, starring Matteo Viviani, a famous TV personality who is very popular among young people, was aired for free on Mediaset channels during the campaign. The campaign’s message was also promoted by the ACI/SARA Safe Driving Centre in Vallelunga, which provided a free package of safe driving courses for the tour’s participants.