Smashed PH features an online interactive film following the story of (from left) ‘Miko’ (Carlos Dala), ‘Jella’ (Gilian Vicencio) and ‘PJ (Luis Ruiz). —CONTRIBUTED PHOTO
A company dealing with spirits is expected to promote drinking to boost its bottom line. But Diageo, a global leader in alcoholic beverages, is doing the opposite.
Its warning has always been clear and direct—do not to touch that bottle, if you’re not yet old enough to drink.
Diageo is bringing that message to the Philippines through “Smashed,” a groundbreaking alcohol education program started in the United Kingdom that will be adapted here with the help of the PETA Theater Centre Program.
Collingwood Learning UK developed the program in 2004, to address the growing prevalence of alcohol consumption among teenagers. And Diageo has been a partner since the beginning.
“Diageo’s support has been invaluable to the development and growth of Smashed from a small theatre-based education program in the UK in 2004, to the ever-expanding global program it has become today,” said Andy Summers, communications manager of Collingwood Learning UK.
Observing that alcohol education was not effectively delivered in a classroom-based environment, Collingwood Learning noted that the traditional approach focused on facts, figures and “fear factor.” They then devised a way to engage the audience more, and recognized the real-life experiences of young people. Thus, the interactive theatrical approach came to life.
Since its inception, the award-winning international program has been adopted in 30 countries and translated into 17 languages, reaching more than a million young people, thanks to Diageo’s global network.
Summers was quick to note, however, that “no reference to Diageo is ever made in any aspect of the delivery” of the program, and that Collingwood Learning exercised full liberty in the development of the content, as well as the management and roll out of Smashed.
But why would a company involved in trading spirits get involved in such an undertaking? Kavita Hans, general manager of Diageo Philippines, said they have set an “ambitious target in supporting the youth make informed choices about alcohol and the harm of underage drinking.”
She continued: “Through Smashed, we can lessen, if not eradicate, alcohol-related harm for generations to come.”
Summers said, “the power of this approach is we empower young people with the knowledge and behavioral skill to make informed, healthier choices. We just want to delay the onset of drinking. When they reach the legal age, they make healthier choices, and not drink in a harmful way.”
Gold Villar-Lim, project head of Smashed PH, said the program was perfect for the Philippines where many are heavy drinkers.
“Sixty percent, or 5.3 million, of the Filipino youth have tried drinking alcohol, either with or without the permission of their parents,” she shared in a recent virtual media conference.
Young Filipinos are getting creative in finding ways to gain access to alcoholic beverages. Higher taxes imposed on spirits did not even deter drinkers, Lim continued.
Melvin Lee, program director of PETA TCP, told the Inquirer that PETA got involved after just a simple email from Collingwood Learning, asking if the educational theater company was interested in partnering for the program.
“It was a very random letter. It was forwarded to me, I replied, then the conversation happened,” he shared.
Summers said his team carefully selects who to work with in expanding the program, through Diageo’s international reach.
“We find qualified partners to deliver Smashed, selected on the basis of a strong organization,” he said.
PETA TCP and Collingwood Learning had been preparing to mount live theatrical performances meant to be delivered through mobile stages to schools in different parts of the country.
But the COVID-19 pandemic derailed the program’s implementation in the Philippines, with restrictions preventing students from attending classes physically in their schools, and limiting the mobility of the general public.
With the health crisis taking a global scope, Collingwood Learning started to tweak Smashed to reach their audience.
Channeling their efforts on the virtual plane, they developed “Smashed Online” carrying the same message the live theatrical production has been delivering, still incorporating the interactivity aspect that made the original project a success.
The films carry a universal message across all markets. But as in the Smashed live presentations, creative liberty is exercised to make the online material more culturally appealing and sensitive to the audience in the 13 countries where the online program has been introduced.
PETA TCP tapped three young actors to breathe life into the message the program brings—Gillian Vicencio, Carlos Dala and Luis Ruiz. Smashed PH may be accessed via online.SmashedProject.org.