RESPONSIBLE SECTOR > Social Initiatives > An inch of head ...

AN INCH OF HEAD ...

Since 2000, in collaboration with the Consumer’s Union of Spain and the Spanish Confederation of Consumers and Users lately, Cerveceros de España has been running the social awareness campaign “An inch of head, two miles of thought”, whose goal is to prevent abusive beer consumption, and as a consequence to educate about its moderate and responsible consumption especially in young adults.

And all this even when recent numerous studies (Youth and Alcohol 2003 by Quota Sigma 2, National Drug Plan, Anti-Drug Agency of the Community of Madrid, among others) point out that beer is responsibly consumed by the majority of the population, even the group at which this campaign is directed.

To achieve the goal of this initiative, we transmit positive messages to youth, based on advice about when and how to drink beer or not, calling for their own responsibility.

We capture young people’s attention with the campaign slogan and send them its key message. Additionally, we recommend that:

But we also specify that they should not drink:

  • To avoid a problem
  • To be cool
  • Without eating
  • If they are taking medication or sedatives
  • Mixing different alcoholic beverages

The media normally used for this campaign to reach young people are displays, free postcards (2001, 2002, 2003, 2004, 2005, 2006, 2007, 2008, 2009, 2010 and 2011), and spots (2002, 2003, 2004, 2005, 2006, 2007, 2008, 2009, 2010 and 2011), created by designers such as Berto Martínez, Ricardo and Nacho and Calpurnio. Since 2003 a contest has been designed so that the young people themselves can became the campaign’s protagonists being its creators. In 2009, it is celebrated its last edition.

The materials have always had a wide distribution. For example, in the last campaign launch 100,000 spots were broadcast in 1500 movie theaters throughout the entire country and 300,000 free postcards were distributed in movie theaters, bars, pubs and nightclubs frequented by young people.

CREATIVE COMPETION " AN INCH OF HEAD, TWO MILES OF THOUGHT"

From 2003, Brewers of Spain it summons a creative competition for young adults between 18 and 30 years in order to develop the creativity of the materials of the educational campaign.

Each year we distribute more than 2.000 posters and 6.000 leaflets with the bases of the competition at Universities; Schools of cinema, photography, art and graphical design; Young Information Centres or Houses of Culture through all around Spain.

The competition has two categories, graphical and audio-visual. For the audio-visual category, the students have to present a spot in digital format in which they have to transmit the messages of responsible consumption. The spot will be distributed later in cinemas through the whole National Geography. For the graphical category, the participants must create an illustration that will be adapted into a postcard to be distributed in bars and discos.

The election of the winners is done by a jury composed by members of the organizing entities and academic representatives whose marks is added to the vote given by the visitors of the web site of the competition www.undedodeespuma.es. The winners obtain an economic endowment of 4.000 € for the audio-visual category and 3.000 € for the graphical category.

For more information about the competition and the campaign, please, see the following web site: www.undedodeespuma.es or send us an e-mail to info@undedodespuma.es.


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AN INCH OF HEAD, TWO MILES OF THOUGHT