Guinness Nigeria |

Guinness Nigeria Plc has launched the Smashed initiative for the first time in Nigeria, in partnership with Rue 14 Studios.

Smashed is an initiative of Diageo Plc, the parent company of Guinness Nigeria and is targeted at tackling the issue of underage drinking amongst youth using drama and interactive educational tools.

The initiative is designed to enable pupils to understand the facts, causes, and consequences surrounding alcohol abuse and underage drinking. This pilot programme will involve at least 30 public and private schools in Lagos State.

Mr Peter Ndegwa, Managing Director/Chief Executive Officer, Guinness Nigeria Plc, stated that Smashed is an award-winning theatre and education programme that informs young people about the dangers of alcohol.

“This initiative was launched in the UK more than a decade ago. 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 has received very good reviews from both students and teachers stating that they understand more the consequences of underage drinking.

This will involve the use of emotive theatre, interactive workshops, and interactive teaching resources all backed up with robust evaluation, with fantastic results.

“The program does not include any reference to Diageo or any Diageo brand positioning materials or adverts in the schools visited,” Mrs Graham-Douglas added.

Guinness Nigeria is already establishing partnerships with education authorities, theatre companies and practitioners in the country to adapt Smashed to that audience and culture.

The Smashed Project is dedicated to breaking the culture of underage drinking and reducing alcohol-related harm amongst young people around the world.

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