Diageo, Momentán Join Forces to Promote Responsible Drinking


Alcoholic beverage producer and distributor Diageo joined forces with the Momentán Company to raise awareness of the importance of conscious and responsible alcohol consumption through informal and interactive performances and discussions at the Valley of Arts Festival.

The Diageo Society 2030: Spirit of Progress 10-year action plan aims to create a more inclusive and sustainable world, and one of its pillars is to promote responsible and conscious alcohol consumption through a wide range of educational programs and campaigns - under the auspices of which the Momentán Company has been closely collaborating with the festival, which will now take us to the Valley of Arts, the Momentán Court, a center for the art of creative improvisational theater, according to a press release sent to the Budapest Business Journal.

In 2019, Diageo, in partnership with the Momentán Company, launched Smashed, a series of lectures for primary and secondary school students in Hungary, which provides useful information about the effects, problems, and treatment of alcohol consumption as part of a theatre experience. In fall 2021, the program will also be available as Smashed Online, an interactive online education platform for young people, teachers, and parents. Since its launch, around 10,000 students have participated in the program, with ORFK-OBB joining in support.

Visitors to the Valley of Arts can attend a Smashed Live performance on Tuesday, July 25 at 5 p.m., where they will learn the stories of three young people: are they real friends or do they only meet up for drinks, why do they drink at all, and what can happen when things get out of hand at a party? Together, the audience and the members of the troupe search for answers and share their thoughts on responsibility, peer pressure, and underage drinking.

"As a leading manufacturer and distributor of alcoholic beverages, we feel it is our responsibility to encourage moderate and conscious consumption of alcohol. The Valley of Arts, as a cultural event with a long history and great popularity that goes back decades, is an excellent opportunity to reach even more people with this important message. In collaboration with Momentán, we want to deliver this message in a creative and interactive way and present Smashed, a performance aimed at reducing underage drinking," said Gergely Ábrahám, director of corporate relations for Eastern Europe at Diageo.

Quiz Games to Fight Misconceptions

The series of educational activities does not end here, the organizers are also preparing two more presentations: during the "DrinkiQ pub quiz", participants will be able to learn about the facts and myths about alcohol and its effects in a playful way. An interactive presentation and discussion entitled "Heroes of the Night" will give the audience the opportunity to hear the experiences of emergency and safety service professionals about accidents and preventable situations that often result from excessive alcohol consumption.

"The Momentán Company's mission is to entertain - but at the same time, by keeping it playful and light-hearted, we can put our tools at the service of important social causes. For ten days during the Valley of the Arts, Momentán Courtyard will offer a variety of ways for our audience to experience programs on responsible drinking awareness and the dangers of underage drinking," says Gyöngyvér Kiss, CEO of Momentán.

"We will engage the audience in a dialogue on these often taboo subjects. In this way, we create a space for discussion, for people to connect with each other, and for people to know that if they have questions or concerns about alcohol, they are not alone and have somewhere to turn," she adds.

Visitors to the Momentán Courtyard will also be able to see Diageo's uniquely designed "repohár" glasses to encourage moderate drinking. A QR code on the glasses will allow anyone to easily access the website, where they can find not only the quiz itself, but also a self-assessment test, alcohol education articles, and other useful information.

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