Abstract:

This presentation shows the case study of one of the most significant CSR campaigns in Poland regarding responsible drinking among young people. The campaign was initiated by the Z?ywiec Group and was accompanied by a research project. In the first stage of the two-year project, a bulletin board was conducted in addition to a nationwide survey—segmentation study. As a result, we knew that our programme must be engaging, interactive and different from anything else that had been done until now. We chose interactive theatre workshops conducted during lessons, with the evaluation study showing that the programme was very effective, and was much better evaluated than other anti-drinking campaigns in Poland.