Ursus Breweries Underage Program
- As part of their sustainability strategy, Ursus Breweries has a dedicated platform which aims to prevent underage drinking (Parinti eficienti, copii fericiti).
Challenge: Get their responsibility message through to as many minors as possible, without talking directly to them.
Strategy: Parents have the greatest influence on the minors’ decision to drink or not to drink alcohol, which is why for the last 6 years they have focused on dialogue with them, as well as with teachers in Romania.
We tailored our content, ads and community management strategy to ensure consistent and engaging messaging across all platforms and to use a range of tactics to foster engagement and participation.
We promoted 13 online and in-person workshops, hosted by specialists in child psychology, sociology, psychotherapy, and personal development.
In 8 months, the workshops have reached more than 1.400 direct beneficiaries - parents and carers, teachers, school mediators and counsellors, psychologists, social workers and representatives of non-governmental organizations working with children – as many beneficiaries as they had in all workshops of the past 5 years, put together.
PR ● Social Media ● Digital