Drinking more water
Now in its 13th year, our well-established partnership with Erasmus Student Network has continued to promote responsible drinking. Responsible Party is a non- branded preventive programme that aims to tackle alcohol misuse among young adults by reducing alcohol-related harm during events and raising awareness.
Empowerment is one of the programme’s key focuses. We support young adults of legal drinking age to make the right decisions for themselves and for their peers - by drinking more water, for example, which has always been one of the core Responsible Party messages. To date, our Drink More Water digital campaign has reached more than 400 million people online in 60 countries and a further nine million in person - at festivals, in bars and at events.
Bold, true, using GenZ language... this is how we describe our Drink More Water campaign which targets young adults to fight against binge drinking. With a clear and universal call to “Drink More Water”, we truly believe that empowering young adults to make the right choices for themselves is the way to move forward.”