Designing research-based interventions to help reduce excessive drinking among students.
Alcohol abuse among young people has been rising for years. Heineken’s ambition was to reduce excessive alcohol consumption among students. Together with a group of PhDs, we took on this challenge—one that requires developing an evidence-based method to address a deeply rooted societal issue.
Based on a study of the drinking behavior of 1,200 students from student associations, two interventions were developed to influence excessive alcohol consumption. In collaboration with a multidisciplinary group of PhDs, we designed a scientifically grounded method to change student drinking habits and initiated a 0.0% party during the introduction week of student associations.
By working directly with students to develop solutions to excessive drinking, we created awareness across the entire student community. Involving students in the research process not only reached 1,200 participants but also more than 10,000 students across various associations.
Excessive alcohol use among students is a persistent problem. Responsible consumption will increase when interventions are supported not only by research but also by behavioral influence from within the student community. The enthusiasm of Purpose Accelerator participants and the reach of this research have led Heineken to integrate the insights from this program into future campaigns.
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