Commitment details

Information about the commitment

Submission number 1340360173563-1530
Submission date
  • 20-Feb-2012
Owner of the commitment The Brewers of Europe
Name of the organisation's representative in the forum Pierre-Olivier Bergeron
Name of the affiliated Umbrella Organisation or Federation The Brewers of Europe
Title of the commitment "Un dedo de espuma, dos dedos de frente"
Commitment summary “Un dedo de espuma, dos dedos de frente” is a social awareness campaign which aims to prevent abusive beer consumption, and to educate about the importance of moderate and responsible consumption, especially by young adult s (18- 30 years). The campaign is run in cooperation with the Ministry of Agriculture and two Consumer Organisations, with the support from Regional Governments.

Until 2008, the campaign only used traditional means to communicate the message such as postcards and a basic (not too well-known) website. In 2008 in order to further enhance the effectiveness of the campaign, we added the following tools, through:
- more interactive website (utilising it both for encouraging campaign participation and for communicating the campaign’s message)
- Interlinking the website with further digital communication platforms e.g. social networking sites (such as facebook and myspace), youtube, online advertising, segmented mail, blogging, banners, SMS, WAP, etc., thereby also helping to increase knowledge of the website.
- Developing additional partnerships and support, particularly with further Regional Governments in Spain.

Link to further information relating to the commitment www.cerveceros.org; www.undedodeespuma.es; http://www.facebook.com/?sk=welcome#!/1dedodeespuma.2dedosdefrente; wap.undedodeespuma.es; http://www.brewersofeurope.org/asp/
Forum members, associated with the commitment
Partners, associated to the commitment
  • Confederación de Consumidores y Usuarios (CECU)
  • Gobierno de Navarra
  • Organización de Consumidores de España (UCE)
  • Spanish Ministry of Agriculture

Contact Point

Contact name Jacobo Olalla
Organisation Cerveceros de España
Title/Position Director General
Address
C/ Almagro 24
28010 Madrid
Spain
Tel +34913086770
Fax +34913086661
Email social@cerveceros.org
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) Since 2000, in collaboration with the Consumer’s Union of Spain (UCE) and the Spanish Confederation of Consumers and Users (CECU), Cerveceros de España has been running the social awareness campaign “Un dedo de espuma, dos dedos de frente”.
To achieve the goal of this initiative, positive messages are given to youth in relation to responsible consumption. Since 2003, Brewers of Spain has run a competition for young adults between 18 and 30 years in order to develop creative materials for the education campaign.

Each year we have distributed across Spain more than 2000 posters and 6000 leaflets about the competition to: universities, cinema schools, photography/art/graphical design colleges, youth information centres and cultural institutes.The competition has three categories: graphic, audio-visual and micro-statement.
Priority areas
  • Develop information and education programmes on responsible patterns of consumption
Baseline In 2007, the campaign was run in co-operation with the Ministry of Agriculture, the Spanish Consumers and Users Confederation (CECU), the Spanish Consumers Association (UCE) and with the support of two Regional Governments. In summer 2007, the Spanish Brewers launched a basic website giving details of the campaign and the competition rules and requirements. In 2008, our objective was to further enhance the effectiveness of the campaign's message by means of: a more interactive website, interlinking the website with further digital communication platforms (e.g. social networking sites, SMS etc.), developing partnerships, particularly with regional governments.
Start date Apr-2012
End date Nov-2012
Expected interim date
  • 01-Mar-2013
Final report date
  • 31-Mar-2013
Member states
  • Spain
Other concerned countries

Commercial communication

Target
Tool
Description "Un dedo de espuma, dos dedos de frente" is a social awareness campaign which aims to persuade young adults (18-30 years) to drink beer only in moderate quantities. This message will be further disseminated through the use of interactive digital media targeted at young people.

Consumer information

Target
  • Young people (<25)
  • young adults (18-30 years)
Tool
  • Mix of tools/measures
Description

Counseling

Target
Tool
Description

Education

Target
Tool
Description

Media

Target
Tool
Description

Youth involvment

Target
  • Young men (18 - 25)
  • Young women (18 - 25)
  • young adults 18-30 years
Tool
  • Education
  • Networking campaign
Description Young adults elaborate the Campaigns' material through a competion. The competition has three categories: audio-visual, micro-statements through twitter, and graphic.

Research

Area
Description

Treatment

Target
Description

Commitment activities in the following Member States

Commitment activities in the following Member States

Information on monitoring

Objectives "Un dedo de espuma, dos dedos de frente" is a social awareness campaign which aims to persuade young adults (18-30 years) to drink beer only in moderate quantities.
The objective of this commitment is to further enhance the effectiveness of the campaign's message by means of:
- Interactive digital youth poll in order to know the drivers of consumption. In compensation, we will offer an award among the participants.
- Continue with the digital communication platforms (e.g. social networking sites, etc.)
- The micro - statement competition will be done through twitter.
- Developing partnerships, particularly with regional governments.
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?) This objective fits with one of the six priority areas of the Forum, namely "information and education programmes on the effect of harmful drinking and on responsible patterns of consumption".

Input indicators

Number of people involved 3
Time spent (Man/hours) 2 (half month/each) , 1 (2 months and a half)
Cost (please indicate in €)
Other

Information on monitoring

Number of people reached
Number of people in the target group reached
Number of participants in different activities
Web site visitors 5.000
Number of products
Number of pamphlets/adverts
Established number of contacts Number of agreements with Regional Governments
Other
Number of web-based platforms referencing to the campaign
Increase in number of campaign proposals received on the website
Increase in number of people voting for the campaign submissions

Outcome and impact

Short term
Medium Term
Long Term

Evaluation details

Tool use
  • External evaluators
Type of methodology
  • Media surveys

Details about the monitoring report

Title of the commitment
"Un dedo de espuma, dos dedos de frente"
Name of the Forum member organisation owning the commitment
The Brewers of Europe
Name of the Forum member organisation owning the commitment
The Brewers of Europe
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)?
02/04/2012 to 31/03/2013
Point of contact for the commitment (the person authorised by the organisation owning the commitment who can be contacted for information about the commitment):
Olalla Jacobo
Director General
C/ Almagro 24
28010 Madrid Spain
+34 913086770
+34 913086661
social@cerveceros.org
Commitment summary (based on summary given in original commitment form):
"Un dedo de espuma, dos dedos de frente" is a social awareness campaign which aims to prevent abusive beer consumption, and to educate about the importance of moderate and responsible consumption, especially by young adult s (18- 30 years). The campaign is run in cooperation with the Ministry of Agriculture and two Consumer Organisations (UCE and CECU), and with the support from Regional Governments.

Until 2008, the campaign only used traditional means to communicate the message such as postcards and a basic (not too well-known) website. In 2008 in order to further enhance the effectiveness of the campaign, we added the following tools, through:

- more interactive website (utilising it both for encouraging campaign participation and for communicating the campaign's message)
- Interlinking the website with further digital communication platforms e.g. social networking sites (such as facebook and myspace), youtube, online advertising, segmented mail, blogging, banners, SMS, etc., thereby also helping to increase knowledge of the website.
- Developing additional partnerships and support, particularly with further Regional Governments in Spain.
Web site/s relating to the commitment
www.cerveceros.org
www.undedodeespuma.es
http://www.facebook.com/?sk=welcome#!/1dedodeespuma.2dedosdefrente
wap.undedodeespuma.es
http://www.brewersofeurope.org/asp/
Description of the implementation of the commitment
"Un dedo de espuma, dos dedos de frente" is a social awareness campaign which aims to persuade young adults (18-30 years) to drink beer only in moderate quantities. This message will be further disseminated through the use of interactive digital media targeted at young people.
Young adults elaborate the Campaigns' material through a competition. The competition has three categories: audio-visual (video), micro-statements through twitter (tweet), and graphic (coasters).
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?
"Un dedo de espuma, dos dedos de frente" is a social awareness campaign which aims to persuade young adults (18-30 years) to drink beer only in moderate quantities.
The objective of this commitment is to further enhance the effectiveness of the campaign's message by means of:
- Interactive digital youth poll in order to know the drivers of consumption. In compensation, we will offer an award among the participants.
- Continue with the digital communication platforms (e.g. social networking sites, etc.)
- The micro - statement competition will be done through twitter (tweet).
- Developing partnerships, particularly with regional governments.
- new institutional support: City of Leon and Seville
- 1 press conference
- 3 press releases
- announcement and dissemination of the campign
- Supports ongoing efforts: Barcelona, Bilbao and Tenerife
- Continued support of the current allies: Ministry of Agriculture, Food and Environment, Confederation of Consumers and Users (CECU), Consumers Union of Spain (UCE), European Institute of Design (IED) Creative Club (CDEC)
- Jury of the competion:
1. Manuel Álvarez Junco, Vicerrector de la UCM, Universidad Complutense de Madrid
2. Santiago López Navia, Doctor en filología, profesor y escritor, Trinity College
3. Ana Martín, "Director Student Office IE University
4. José Ángel Oliván, Presidente, UCE
5. Gretel Cabrera Responsable de Nutrición, CECU
6. Jesús Ballesteros, Jefe de Servicio. Registro de S.A.T, Ministry of Agriculture
7. Manuel Jimenez Malo, Responsable Área de Empresas IED
8. Ezequiel Triviño, Presidente Club de Creativos
9. Yolanda Remacha, Profesora Asociada de Dibujo con luz. Fotografía
Facultad de Bellas Artes de la Universidad de Murcia
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)
This objective fits with one of the six priority areas of the Forum, namely "information and education programmes on the effect of harmful drinking and on responsible patterns of consumption" as its aims is to educate consumers to drink in moderation and avoid harmful and hazardous alcohol drinking.
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)
Time spent: 2 (half month/each) , 1 (2 months and a half)
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)
Web site visitors: 5.000
Established number of contacts:
Number of agreements with Regional Governments
Other:
Number of web-based platforms referencing to the campaign
Increase in number of campaign proposals received on the website:
Increase in number of people voting for the campaign submissions

- more than 1500 works submitted
- distributed over 200,000 coasters in bars in Spain through Coolcards and Postalfree system
- nearly 6 million unique users in facebook
- over 490,000 promotional prints twitter
- over 2 million unique users through Online Program (Elpais.com and Xaxis)
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
The message to persuade young adults (18-30 years) to drink beer only in moderate quantities hasl been disseminated through the use of interactive digital media targeted at young people.
Medium term
Long term
Other
Evaluation details (tools and methods used, internal or external evaluators...)
Tools and methods to be used:
Media surveys, Media clippings, Report on media (including internet) coverage from external consultancy.
Clipping by Kantar Media
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?)
- 67 information (Audience: 3,198,385)
References to further information relating to the monitoring of the commitment
Attachments