Congratulations to Diageo Australia on winning the Corporate Social Responsibility award at the 2019 Australian Drinks Awards for The Smashed Project.
Earlier this year, Diageo proudly announced it was funding a third tour of The Smashed Project in Australia. The theatre-in-education program aims to address the dangers of underage drinking and reduce alcohol-related harm in young people through an interactive dramatisation and workshop that resonates with young audiences.
The program first launched in Australia in May 2018 and has reached students in Australia across the ACT, NSW, Queensland and Victoria.
Diageo Australia Managing Director David Smith said: “We’re delighted to win this award as we’re very proud of the Smashed Project.
“In the last 18 months 47,000 Australian Year 8 and 9 students have seen the theatre production. As well as giving a clear and motivating message that drinking underage is not sensible or cool, the students also take away guidance and tips on how to deal with peer group pressure.
“The feedback we get from students and teachers is superb and the positive recognition the program has had in parliament is a great endorsement that the industry has a hugely legitimate part to play in tackling alcohol misuse.”
The Smashed Project is being delivered at a time when the latest government survey findings from the Australian Institute of Health and Welfare show that overall Australians are drinking less, that more underage Australians abstain from alcohol than ever before (82% up from 54% in 2004) and that drinking culture in Australia is generally improving.
Audience evaluation from the first tour of more than 100 schools and 20,000 students demonstrated marked increases among teens across a range of key learning objectives after witnessing a Smashed performance:
The Smashed Project is funded by Diageo Australia as part of its commitment to reducing underage drinking and alcohol-related harm in the community. There is no reference to Diageo Australia or any of its brands in the performance or any of the materials shared with students and there is no visual branding of Diageo Australia or any of its brands in the set production.
The Corporate Social Responsibility category was hotly contested at the 2019 Australian Drinks Awards, with the impact of delivery of the Smashed Project particularly impressing the judges.
Drinks Association CEO Georgia Lennon noted: “We received an impressive number of submissions for the category and the high calibre of entries has made choosing the winners a daunting task. The Smashed Project stood out as a program that serves an important role in the drinks industry’s continued commitment to fostering responsible attitudes to alcohol consumption in Australia.”
Endeavour Drinks Group returned as the sponsor of the Corporate Social Responsibility Award for the second year.
Adam Fry, General Manager – Buying and Merchandising at Endeavour Drinks, presented the award to Diageo, together with Drinks Association Board Executive Director Michael Ritoli (pictured main).
Fry said: “Congratulations Diageo on their win, among a very high standard of entries. We are very excited to be celebrating this tremendous achievement with them. Their entry really stood out in demonstrating the innovative ways in which our industry can continue to contribute positively to society. Endeavour Drinks is proud to support what was a well-deserved win.”