In order to fight binge drinking (fast and massive alcohol consumption), Pernod Ricard carried out a campaign in Japan to prevent the risks related to that phenomenon, popular among teenagers and young adults.

In November 2011, Pernod Ricard launched a massive campaign in Japan’s largest universities to spread powerful messages against binge drinking (‘Ikki’ in Japanese). For greater visibility, communication channels and media were enhanced: educational materials, interactive lectures, highly visible displays positioned around university campuses…

The campaign had a strong impact: 80,000 No Ikki leaflets were handed out and nearly 475,000 students attended the events organised for the occasion.

Read more about Pernod Ricard’s initiatives to prevent underage drinking