Guinness Nigeria unveils ‘Smashed’ campaign against underage drinking in Lagos
The ‘Smashed’ campaign introduced by Guinness Nigeria targets 14–17-year olds (SS1 – SS3 students) in government and private schools across Lagos State by professional actors, along with follow-up interactive workshops.
About 28 schools in Lagos benefitted from the innovative corporate social responsibility project. The initiative took into consideration the Nigerian culture by engaging young people in a safe and motivational learning environment that enabled them to understand the consequences of underage drinking.
Managing Director/Chief Executive Officer, Guinness Nigeria Plc, Mr. Peter Ndegwa, stated that the company’s Underage Alcohol Education programme is aimed at reducing the incidence of alcohol-related harm amongst young people.
He said “Between the ages of 14 and 17, young people are most vulnerable to different societal burdens such as peer pressure and the need to fit in,” he said. “This sometimes causes them to make uninformed decisions.”
He noted that schools are important setting for interventions aimed at shaping behaviour among youths because no other community has as much continuous and intensive contact with young people, adding, “And this is why Guinness Nigeria decided to implement the ‘Smashed’ programme in 28 government and private schools across Lagos state.
While sharing global success stories from the ‘Smashed’ Project, Managing Director, Collingwood Learning, U.K., Mr. Chris Simes, noted that ‘Smashed,’ an award-winning theatre and education initiative, was launched in the U.K. more than a decade ago, saying, “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 we have received very good reviews from both students and teachers. Building on this success, the ‘Smashed’ Project was rolled out in Nigeria and reached over 5,000 young people and teachers in classes SS1 – SS3 in 28 public and private schools across Lagos State.”
On her part, local implementing partner and Founder/Artistic Director, Rue 14 Studios, Keke Hammond, commended Guinness Nigeria for delivering such a unique initiative, which was at no cost to schools across the state during the 3-week tour of the pilot programme.
