Metro and the Alcohol and Society Foundation join forces against under-age drinking

Metro de Madrid joins forces with the Alcohol and Society Foundation to fight against alcohol consumption among minors by means of the health education campaign "Alcohol and minors, I don't see it". The Regional Minister of Presidency, Eugenia Carballedo, and the CEO of Metro, Silvia Roldán, presented the campaign today, which has been created by Advertising and Public Relations students from the Rey Juan Carlos University.

“Metro is a communication channel and a place to meet and communicate to promote debate and reflection on important issues for society, such as under-age drinking”, emphasised Roldán at the presentation of the initiative together with the director of the Alcohol and Society Foundation, Bosco Torremocha, and the Foundation's Director of Institutional Relations, Silvia Jato.

This initiative, promoted by the Alcohol and Society Foundation as part of its "Minors, not a drop" programme, will be displayed on advertising holders on Metro platforms until 1 March. The creative proposal was the winner of the competition organised by the Foundation, which encouraged university students to work on a campaign to prevent under-age drinking.

DIRECT CAMPAIGN

Thus, students from the Rey Juan Carlos University created a campaign made up of four advertising posters in which they use simple and direct communication, with humour and wit as the common feature. They use everyday scenes, such as going to the swimming pool, the beach or walking around the city, but with an element that breaks with this apparent normality to launch the message "I don't see it", such as going to the swimming pool in a suit or to the beach wearing a coat.

In the case of the image that will be displayed in the underground, it shows the Puerta del Sol and the entrance to the Metro station on an apparently normal day with people walking along the street next to a flame and the message: “A flame in the city, #yonoloveo. Minors and alcohol, I don’t see it either", to capture the attention of the public, especially the younger ones.

This decontextualisation of objects serves as an analogy to demonstrate that under-age drinking is equally inappropriate.

METRO DE MADRID’S SOCIAL LINE

This collaboration is part of Metro’s social line, with which the company joins various social causes, such as equality and non-discrimination, the social inclusion of vulnerable groups such as people with disabilities, prevention and health care, the promotion of sustainable habits and consumption, care for the environment or children's rights and solidarity.

The #muévete initiative is a key part of Metro de Madrid's Corporate Responsibility policy and forms part of this social line, which allows it to collaborate actively with social organisations and groups by offering them the resources of the Region of Madrid public company, such as its facilities, museum spaces, the experience of its employees and the great potential of the underground as a showcase and dissemination channel.

The Alcohol and Society Foundation is a non-profit organisation that aims at eliminating inappropriate drinking habits by offering society rigorous information together with realistic and viable solutions through all its projects.