Commitment details

Information about the commitment

Submission number 1317733122546-1442
Submission date
  • 11-Jul-2011
Owner of the commitment Diageo
Name of the organisation's representative in the forum Csaba Bátyi
Name of the affiliated Umbrella Organisation or Federation CEPS
Title of the commitment "Smashed" Education Programme
Commitment summary Diageo sponsors “Smashed” - a theatre based education programme from Collingwood Learning for high school pupils aged 12-14. The objective is to enable young people to understand the facts, causes, and consequences surrounding alcohol misuse. This hard–hitting performance and workshop programme has been developed in consultation with young people and ‘Smashed’ performed to 18,000 pupils in 80 schools in 2010, covering Manchester, The North East, and London, with selected events in Yorkshire, Lincolnshire, Surrey, and Hampshire. 95% of the pupils enjoyed the programme with 73% saying that they would “avoid drinking too much in the future” and 100% of teachers said that they believed the performance was a valuable aid to their students learning.
Link to further information relating to the commitment
Forum members, associated with the commitment
Partners, associated to the commitment
  • Collingwood Learning

Contact Point

Contact name Mark Baird
Organisation Diageo GB
Title/Position Head of CSR
Address
Lakeside Drive, Park Royal
NW10 7HQ London
Other
Tel +447803855833
Fax
Email mark.baird@diageo.com
If the commitment is implemented in more than one Member State indicate for each country the name of the national contact point

Information about the commitment

Background to the commitment (if any) In Autumn 2009, Collingwood Learning were invited to tender for the design, delivery, and evaluation of a theatre in education tour for Diageo GB. The tour, taking place in spring 2010 was aimed at delivering key responsible drinking messages to students across the UK.
Collingwood Learning designed a theatre based, interactive learning experience which also focussed on sustainability within the school setting.
The programme was piloted in Autumn 2009 and delivered between January 2010 and May 2010 in 69 schools and to 18,000 young people. Based on the great results (95% of the pupils enjoyed the programme with 73% saying that they would “avoid drinking too much in the future” and 100% of teachers said that they believed the performance was a valuable aid to their students learning.) Diageo and Collingwood learning decided to launch a second iteration of the programme.
Priority areas
  • Develop a strategy aimed at curbing under-age drinking
  • Develop information and education programmes on the effect of harmful drinking
  • Develop information and education programmes on responsible patterns of consumption
Baseline The first iteration of the programme delivered between January 2010 and May 2010 involved 69 schools and was delivered to 18,000 young people.
Start date Aug-2011
End date Jun-2012
Expected interim date
  • 29-Feb-2012
Final report date
  • 31-Jul-2012
Member states
  • United Kingdom
Other concerned countries

Commercial communication

Target
Tool
Description

Consumer information

Target
Tool
Description

Counseling

Target
Tool
Description

Education

Target
  • Under age drinkers
Tool
  • Education campaigns
  • theater play based education. Teaching resources and video clips from the performance for teachers to use as follow up
Description Accompanying workshop activities to embed the learning from the theater piece The management and delivery of a bookings campaign and organisation of performances at each school

Media

Target
Tool
Description

Youth involvment

Target
  • Under age drinkers
Tool
  • Education
  • Empowerment
Description Consultation workshops with young people to develop content Live theatre piece delivered in schools

Research

Area
Description

Treatment

Target
Description

Commitment activities in the following Member States

Commitment activities in the following Member States

Information on monitoring

Objectives The objective of the programme is to enable young people to understand the facts, causes, and consequences surrounding alcohol misuse.
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?) Changing the knowledge and attitudes of young people to alcohol consumption is expected to positively shape their alcohol consumption behaviours, this way contributing to the Forum objective of protecting young people from alcohol related harm.

Input indicators

Number of people involved 3
Time spent (Man/hours) approx 1500 man hours
Cost (please indicate in €) 90,500
Other

Information on monitoring

Number of people reached in excess of 85,000 students + over 200 teachers
Number of people in the target group reached in excess of 85,000 students + over 200 teachers
Number of participants in different activities
Web site visitors
Number of products
Number of pamphlets/adverts
Established number of contacts 112 different schools
Other

Outcome and impact

Short term
Medium Term
Long Term

Evaluation details

Tool use
  • Internal evaluators
Type of methodology
  • Questionnaire

Details about the monitoring report

Title of the commitment
"Smashed" Education Programme
Name of the Forum member organisation owning the commitment
Diageo
Name of the Forum member organisation owning the commitment
Diageo
Is this a report for an ongoing commitment or a final report?
FINAL
What is the time period covered by this report (in the case of a final report, the reporting period is the life span of the commitment)?
1/8/2011-30/3/2013
Point of contact for the commitment (the person authorised by the organisation owning the commitment who can be contacted for information about the commitment):
Baird Mark
Head of Alcohol in Society
Lakeside Drive, Park Royal
NW10 7HQ London England
+44 7803855833

mark.baird@diageo.com
Commitment summary (based on summary given in original commitment form):
"Smashed" is a theatre based education programme for high school pupils aged 12-14. Diageo financially supports this initiative, which is developed and executed independently by Collingwood Learning.

The objective is to enable young people to understand the facts, causes, and consequences surrounding current and future alcohol misuse. This hard hitting performance and workshop programme has been developed in consultation with young people and Smashed' has, over the last 10 years, performed to over 225,000 pupils in 1150 schools.
Web site/s relating to the commitment
http://www.collingwoodlearning.com/smashed
Description of the implementation of the commitment
In the 2013/14 academic year the "Smashed" tour has reached 71 schools, and reached over 14,000 students.
The performance and interactive workshop powerfully explores the dangers of alcohol misuse amongst young people, and encourages responsible decision making around alcohol.
The programme, developed by Collingwood Learning, focuses on workshops and drama activities with the pupils, to raise their awareness of the dangers of alcohol misuse and to help them make informed decisions about alcohol consumption in the future. The scheme has been developed in consultation with young people and helps schools educate young people to understand the facts, causes, and consequences surrounding alcohol misuse.
The programme is run by Collingwood Learning who has a team of actors who deliver the performance. Each performance runs for an hour, and the Collingwood team spend time rehearsing before the tour begins.

The project forms a key part of schools PSHE curriculum, with supporting resources for schools to ensure sustainability.
Objectives (cf. sections 4-5 of the Monitoring Commitment in Annex II of the Forum Charter): in which way and to which extent have the objectives set out in the original commitment form been achieved in the reporting period?
The objective of the programme is to enable young people to understand the facts, causes, and consequences surrounding alcohol misuse. The programme objectives have largely been achieved so far. In 2014 91% claimed to have learnt more about the risks of alcohol misuse, 89% now know who to talk to on alcohol issues, 96% enjoyed the programme and 81% said they would avoid alcohol misuse in the future.. Some 99% of teachers believe that the experience is a valuable aid to student learning, 98% believe that it explores "relevant issues" and 93% believe it supports the curriculum
Relevance (i.e. how did the commitment during the reporting period contribute to achieving the overall aims of the Forum - cf. section 3 of the Monitoring Commitment in Annex II of the Forum Charter)
The workshop helps young people understand the powerful social factors that cause poor decision making and empowers them to make informed and responsible choices, this way contributing to the Forum objective of protecting young people from alcohol related harm.
Input indicators (resources allocated to the commitment ("What was done to put the objectives into practice?") - cf. section 5a of the Monitoring Commitment in Annex II of the Forum Charter)
3 people are working on this initiative, organising the workshops in the schools.
Output indicators (measure from a quantitative point of view the results created through the use of inputs ("What was achieved with the resources allocated to the commitment") - cf. section 5b of the Monitoring Commitment in Annex II of the Forum Charter)
Diageo has sponsored the programme for the past ten years and during this time the programme has reached over 225,000 students across 1,150 schools in England and Wales.
Outcome and impact indicators (how successful has the commitment been during the reporting period in relation to the original objectives - cf. section 6 of the Monitoring Commitment in Annex II of the Forum Charter. These indications go beyond the minimum agreed requirements to monitor a commitment, and it is expected that this type of evaluation will not be carried out for all commitments.)
Short term
In the academic year finished in 2014 iteration, 89% of the students said they knew who to talk to about alcohol issues
Medium term
In the academic year finished in 2014 iteration, over 81% of the students claimed that they would avoid alcohol misuse now or in the future.
Long term
Other
Evaluation details (tools and methods used, internal or external evaluators...)
Qualitative and qualitative surveys (see attached)
Other comments related to monitoring the commitment (This section is to be used to add any other information which can be useful in terms of understanding issues relating to the monitoring of your commitment, such as, any major obstacles that have been encountered, sources of data used, etc. If the basic details of the commitment have been changed, this field is to be used to explain why and how they were changed.)
Dissemination (How were the results of the commitment disseminated?)
Stakeholders engaged and informed about the programme.
References to further information relating to the monitoring of the commitment