In the coming weeks, the EMT buses will display on their interior screens an original educational campaign designed by students from the Rey Juan Carlos University, with which it is intended prevent underage drinking old. This campaign is developed within the framework of the European Mobility Week, organized by the Madrid City Council and in which EMT actively collaborates.
The Delegate for the Environment and Mobility of the Madrid City Council, Borja Carabanteand the Director of the Alcohol and Society Foundation, Bosco Torremochahave signed a collaboration agreement that will link EMT and the Alcohol and Society Foundation (FAS) with the aim of promoting and creating all kinds of actions to address the improper consumption of alcoholic beverages, especially in groups at risk, such as minors.
The first of the actions included in this collaboration agreement will be carried out on the occasion of the European Mobility Week (September 16 to 23), and consists of an innovative educational campaign carried out by students of the Rey Juan Carlos University to prevent the consumption of alcoholic beverages in minors. Thus, EMT will project the image of this campaign on the interior screens of its buses.
EMT and the Fundación Alcohol y Sociedad want to show their concern about alcohol consumption in minors, launching this campaign on the Madrid buses themselves, with messages aimed at the youngest users and their families.
The campaign, carried out by students of the Degree in Advertising and Public Relations and the Double Degree in Advertising and Business Administration and Management at the Rey Juan Carlos University, is entitled #Temptations and is aimed at raising awareness and sensitizing the population about the need to prevent the consumption of all types of beverages with alcoholic content in minors. Thus, under the motto “Pass the temptation, colleague”, it represents different situations starring animals in which it alludes to the need to overcome temptation and not be in a hurry to consume alcoholic beveragesremembering that “if you are underage, zero alcohol”.
Another of the clauses included in the collaboration agreement signed today is the prevention training that the Fundación Alcohol y Sociedad will carry out among the families of the people employed in EMT to prevent alcohol consumption in minors. The Alcohol and Society Foundation has more than 20 years of experience in training minors, but also their families, with the aim of providing them with tools to prevent consumption in their underage children.
In the words of the Director of Institutional Relations of the Fundación Alcohol y Sociedad, Silvia Jet“preventing the consumption of alcoholic beverages among minors is a priority for the Foundation, which is why we consider it essential to have the collaboration of committed companies and institutions such as EMT and the Madrid City Council, which give us sufficient visibility to be able to spread this message and raise awareness among the thousands of Madrid commuters who use this means of transport on a daily basis”.
The work that the Alcohol and Society Foundation has been carrying out since 2000 has shown that the only way to prevent consumption by minors is prevention based on information and education.
“Providing minors with information and knowledge makes them break many of the myths associated with the consumption of alcoholic beverages, offering them more resources and tools so that they can prevent their premature consumption,” says Silvia Jato.
During the last two decades, the Alcohol and Society Foundation has developed a series of educational initiatives with which it has successfully trained more than 2.6 million schoolchildren and families on the consequences of premature alcohol consumption.
The Alcohol and Society Foundation is a non-profit organization, created in 2000, with the main objective of eliminate bad habits in alcohol consumption. Funded by the Spanish Federation of Spirits (Spirits Spain), it works independently with a vocation for public service, to offer society rigorous information together with realistic and viable solutions through all its projects.