Friday 02-12-2016 - 12:04
The Stay Yourself campaign is a new Europe-wide responsible drinking campaign from alcohol producer Diageo that aims to raise awareness among students about enjoying alcohol but not overdoing it on a night out.
The campaign adopts a fresh approach, creating a tone of voice that talks to students in a humorous and playful way and steers clear of condescending or patronising messaging.
The three animated films show typical everyday scenarios that quickly escalate into the hilarious and ridiculous. Demonstrating that going from one extreme to the other is a very common behaviour when trying to stop or control a bad habit. The clever twist highlights all the extreme lengths you should avoid in order to drink responsibly. Instead simply following a few simple tips can allow you to enjoy drinking without the adverse effects.
Through a range of additional materials for use in bars, online and around campuses, the Stay Yourself campaign also aims to provide young people with safety tips, information on what’s in your drink and other useful advice – including staying hydrated, having a bite to eat and getting home safely.
Leeds Beckett is the first University to roll out the campaign in the UK, with the aim to take the campaign countrywide. Additional partners include the national award scheme, Best Bar None Scotland, which will share the materials with pubs, bars and clubs, as well as hosting the animations on their newly-launched website.
A spokesperson from Best Bar None Scotland had this to say about the campaign:
“Stay Yourself offers an effective and innovative way to equip young adults with the tips and information needed to drink safely and responsibly, while still enjoying themselves.
“Young adults are more likely to engage with the contents of the films, given that have more often than not experienced the scenarios depicted in the videos.
“By injecting humour, the films successfully make a serious point in a light hearted way – reiterating the fact that you can drink responsibly while still enjoying yourself.”