SMASHED Online: changing attitudes, reducing underage drinking

Case study

Our commitment to educate 10 million people on the dangers of underage drinking by 2030 has long been spearheaded by the award-winning programme, SMASHED – which sets out to change attitudes among young people to alcohol.

Developed as a live theatre and teaching programme for schools by Collingwood Learning and sponsored by Diageo, over more than 15 years SMASHED has reached more than 1.2 million people.

In 2021, we took SMASHED a step further through the launch of SMASHED Online, designed to extend the reach of its educational content to millions more young people, parents and teachers.

Informing young people, parents, and teachers at scale

SMASHED Online launched in 2021 in Great Britain, India, Northern Ireland, Australia, and Mexico using a blend of powerful filmed clips, interactive learning tools, student assessment and teacher support. The programme works across devices, from smartphones to desktops, and it can be completed in schools or from home. In three markets alone, 35,420 people completed the programme this year. And we plan to expand the programme next year with more localised versions for other markets.

Making a difference by changing behaviour

Reducing alcohol-related harm – and in particular, tackling underage drinking – is one of the central aims of our Society 2030: Spirit of Progress ambition to help create a more inclusive and sustainable world. We welcome the fact that fewer young people are drinking underage in many countries – and our programmes aim to contribute to this downward trend by focusing on changing attitudes.

Our survey data shows that 93% confirmed changed attitudes on the dangers of underage drinking following participation in a Diageo supported education programme.