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Diageo

Responsible Drinking – Diageo Great Britain

“Diageo Great Britain is delighted to be working with CragRats to deliver a programme that aims to challenge young people’s attitudes to alcohol and empower them to make informed decisions about alcohol consumption in the future. I continue to be impressed by their professionalism, creativity and quality of service and would recommend them to any other organisation without hesitation.”

Vanessa Williamson, Social Responsibility Manager, Diageo Great Britain

/challenge

Diageo Great Britain (GB) has a longstanding commitment to leadership in responsible drinking. Diageo GB believes that a partnership approach is crucial to the promotion of responsible drinking and actively engages with government, media, NGOs, trade bodies, consumers and other stakeholders to work together to find solutions to alcohol-related issues.

CragRats was commissioned by Diageo GB to deliver a Responsible Drinking Education Programme, aimed at 11 – 14 year olds in secondary schools across England and Scotland. The programme involved the offer of a free performance to schools of the play entitled ‘Wasted’, supported by a forum/workshop, and teaching materials.

/approach

Targeting 180 schools in Scotland, Nottinghamshire and London, CragRats aimed to engage young people’s imaginations and emotions with a performance and supporting forum/workshop. The programme was designed to convey key messages including personal responsibility, personal safety and making informed choices.

‘Wasted’ is a play involving three characters; Kelly, her older boyfriend Mike and their friend Taz. The play follows the characters through a number of situations touching on; underage drinking, the impact of alcohol on friendships and social achievement, personal danger, the law and the challenges of peer pressure and making personal choices.

/results

• The programme encouraged schools to recognise the importance of alcohol education
• We challenged young people’s behaviours and attitudes where alcohol misuse was concerned. This encouraged open discussion and debate around the subject and encouraged young people to take personal responsibility for their decision making
• Messages identified by pupils included peer pressure and loss of personal control, as well as the personal and physical consequences of alcohol misuse

Student Comments

• “It was really great, especially when the audience was involved. I think this could influence my future decisions – the workshop taught me how to say no!” Young person, Dumfries
• “I thought the actors were great. I enjoyed it because I am a person who can be easily influenced by other people and this has shown me not to let other people make my decisions.” Young person, London
• “I definitely liked the play and it has taught me all about the consequences of alcohol and has reminded me that I am responsible for my own actions and that I must make my own choices.” Young person, Nottinghamshire

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