It is given that youths of today will experiment with many things as they grow older, regardless of the environment and socio-economic conditions they grew up in.
Unfortunately, this means that the vast majority of young people all across the world will come across the chance to sample substances: nicotine, alcohol, or even illegal drugs.
To address this worrying issue, Diageo Philippines and PETA Plus, in partnership with UK-based company Collingwood Learning launched Smashed, as part of a pillar of Diageo’s Society 2030: Spirit of Progress commitment to tackle underage drinking.
Chris Simes, the Managing Director for Collingwood Learning, recognizes that in order to nip the problem in the bud, one has to take a completely different approach other than lecturing the youth. “This is a real change from the usual approach to alcohol education in schools and one that makes the risks of underage drinking impossible to forget. We’re thrilled to be working with PETA Plus and the Department of Education in the Philippines to produce new innovative online learning solutions to supplement the highly successful live approach.”
Conceptualized during the time when education was adapting to the new constraints of being unable to hold physical classes, the Smashed Philippine project initially launched in September 2021. It was an interactive website (online.smashedproject.org) that sought to empower Filipino teens and preteens to make better choices by harnessing their critical thinking skills.
It’s easy to ignore a problem you don’t see. Teens learn how to drink from adults. They think it’s okay because they see it everyday, and sometimes, they are even encouraged to drink, especially males. Adults will sometimes allow their children to drink inside their homes with their friends because it is ‘safer’, saying, “mas okay nang dito ka mag-inom sa bahay kesa sa labas”.
Ashley Mae Torres, a tenth-grade student from Quirino High School, points out, “Bilang kabataan, mas marami akong nakikitang proud maging alcoholic.” That’s a worrying statement indeed, but she also credits Smashed, seeing the potential good in the program.
“Salamat at dahil sa Smashed mas lumawak ang aking kaalaman sa mga panganib ng alcohol,” says Ashley. “Mas magandang piliin ang tama kasya sa udyok ng ibang tao.”
The Philippines, which has a thriving drinking culture, reports that 70% of the population has consumed alcohol before the age of 14, despite it being illegal for stores and restaurants to sell or serve the substance to minors. This could be a problem.
Sometimes the adults in the lives of young drinkers are the problem. In a scathing insight, the winner of the Smashed essay writing contest notes, “Ang problem po sa underage drinking sa bansa natin ay ine-encourage pa ng ibang family na ‘uy uminom ka’. Diyan din ako nagsimula ayaw ko pang uminom pero kinalaunan umiinom na rin ako tapos na-enjoy ko na rin.” Angel Borda, from Don Alejandro Roces Sr. Science-Technology High School emphasizes that the relatability of the situations of the characters was especially helpful in this case. “Pero ‘yun po yung mali talaga. We have to break that mindset.
During its initial rollout in the Philippines in 2021, Smashed was supported by 120 schools in 17 regions and managed to get up in front of an audience of 17,700 young people. With the Department of Education and other academic institutions serving as partners, Smashed Online was able to equip educators and young leaders with workshops and training.
Smashed utilized an online platform featuring a gripping story with three main characters and even has a feature that makes the viewer feel like they are actually on video calls with the characters as they follow along.
On its second run, Smashed utilizes a novel approach, with additional features designed for more interaction with its target audience.
For 2023, the program’s goal is to be able to get its message through to over 25,000 students, partnering with schools and educators all over the Philippines. It is the program’s target to reach 300,000 Filipino youths by 2030 by working in close collaboration with the Department of Education.
“We are proud to support an important program to address the dangers associated with underage drinking like Smashed in the Philippines. This is part of our Society 2030: Spirit of Progress at Diageo, and we are confident that we can make a positive impact with the Filipino youths in making informed choices about alcohol and combat alcohol related harm for generations to come”, comments Shanahan Chua, Corporate Relations Director of Diageo Philippines.
