In a bid to nip irresponsible drinking in the bud and reasonably cut down its effect, Diageo is set to train 10 million consumers by 2025 and enable them make better decisions through education tools such as its DRINKiQe-learning website. To drive this campaign Guinness Nigeria is involving fans and consumers who will play the role of advocates and ambassadors of responsible drinking.
The campaign commenced with the use of localised DrinkiQ videos and banners to push the message of responsible drinking on Facebook, Instagram, Twitter and through Programmatic ads. Sponsored articles that spoke to key opinion leaders were deployed on high traffic online news sites.
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