Guinness Nigeria rolls out campaign to tackle under-age drinking

Guinness Nigeria Plc, a subsidiary of Diageo Plc, in partnership with Rue 14 Studios, a foremost theatre and arts company has introduced the Smashed initiative for the first time in Nigeria. Smashed is a Diageo Plc initiative targeted at tackling  underage drinking amongst youth using drama and interactive educational tools. The initiative is aimed at enabling pupils to understand the facts, causes, and consequences surrounding alcohol misuse and under-age drinking. This pilot program will involve at least 30 public and private schools in Lagos State

Speaking on the roll-out of the initiative in Nigeria, Managing Director/Chief Executive Officer, Guinness Nigeria Plc,  Peter Ndegwa, in  a statement stated that Smashed is an award-winning theatre and education programme that informs young people about the dangers of alcohol. “This initiative was launched in the UK more than a decade ago. It has now been delivered in 10 countries around the world including Mozambique. The result of the programme in other countries has been incredibly encouraging and has received very good reviews from both students and teachers stating that they understand more the consequences of underage drinking. Building on this success, the Smashed Project is now being rolled out in Nigeria, aiming to reach at least 6,000 young people in classes SS1 – SS3 in 30 public and private schools across Lagos State,”  Ndegwa said.

According to him, Diageo has pledged to reduce alcohol-related harm in society through its 10 CEO commitments. The Smashed Project is just one of many programmes Diageo sponsors across the globe. “The Smashed Project is always delivered independently by a third party and in Nigeria this will be done by Rue 14 Studios,” Ndegwa reiterated.

On her part, Founder and Artistic Director, Rue 14 Studios, Keke Hammond, commended Guinness Nigeria for delivering such a unique initiative across schools in Lagos. “Rue 14 Studios is excited to be a part of the Smashed project. Through creative education, such as this, we can equip young people with the information, awareness, and confidence to make responsible choices around alcohol,” she stated.

Corporate Relations Director, Guinness Nigeria Plc,  Viola Graham-Douglas, said: “The Smashed Project is dedicated to breaking the culture of underage drinking around the world. Through creative education, we can equip young people with the information, awareness, and confidence to make responsible choices around alcohol.”

Daniel Obi