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The “No Ikki” campaign

"No Ikki": a campaign against binge drinking in Japan

No Ikki

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

Tags related to the news: Asia Responsible consumption

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