BrandArena: Beer Sectoral Group of MAN launches SMASHED underage drinking intervention

Thursday 5 September 2019

Beer Sectoral Group of MAN launches SMASHED underage drinking intervention

...To reach 14,000 students in 2019

The Beer Sectoral Group (BSG) of the Manufacturers Association of Nigeria (MAN) in collaboration with the Collingwood Learning Incorporated and Thespian Theatre have launched the SMASHED program. Endorsed by the Federal Ministry of Health and supported by local health and education authorities in the country, the program is aimed at breaking the culture of underage drinking and reducing alcohol-related harm among Nigerian youths.

A global theatre-in-education program initiated by Collingwood Learning Incorporated in the United Kingdom, SMASHED has engaged over half a million young persons in 20 countries of the world, since its inception in 2004. It involves the delivery of key learning on the dangers of underage drinking and alcohol-related harm to secondary school students, using drama presentations, while engaging participants in a motivational learning environment and equipping them with the facts, skills and confidence to make responsible choices and develop responsible attitudes in health-related matters.

In his remarks during the launch, the BSG Chairman, Mr. Jordi Borut Bel stated ‘we are delighted to support the adoption of the SMASHED underage drinking program as  it strengthens activities that are currently being undertaken by individual member companies to ensure that our products are not sold to or consumed by persons under the age of eighteen years”.

L: R - Jordi Borut Bel, MD/CEO Nigeria Breweries & Chairman, BSG; Ayo Jaiyesimi, CEO, Thespian Family Theatre & Production and Pharm. Celine Onunkwo, Deputy Director, Food and Drug Services Department, Federal Ministry of Health  at the official launch of Beer Sectoral Group (BSG) SMASHED Project (Breaking Underage Drinking) on Wednesday, September 4, 2019 in Lagos State.
Borut Bel noted that the project, which commenced in May in Edo State, would move on to Anambra and Enugu States in September and October, covering over sixty public and private schools and reaching over 14,000 students; adding that “the expectation of the BSG is that the program will be scaled-up to involve at least six additional States in Nigeria by 2020 with plans for wider coverage in the coming years”.

In her comments, Ms Ayo Jaiyesinmi, CEO of Thespian Theatre assured “we will continue to partner with the BSG and local health and education authorities in ensuring that the program addresses issues related with underage drinking among Nigerian youths'

While affirming the endorsement of the initiative by the Federal Ministry of Health, Pharm Celine Onunkwo, Deputy Director, Food and Drug Services Department of the Ministry said “the objective of the SMASHED project is in line with the global strategy to reduce the harmful effects of alcohol, which was put together by the World Health Organization (WHO) in 2010 and the WHO Global Action Plan for the prevention and control of STDs in 2013 – 2020”. She assured that “the Federal Ministry of Health will continue to work with BSG, using our existing monitoring and evaluation mechanisms, in order to ensure that the activities continue to be in the best interest of public health.".

The BSG is an umbrella body for leading brewing companies in Nigeria who are members of the Manufactures Association of Nigeria, with members including Nigerian Breweries Plc, Guinness Nigeria Plc and International Breweries Plc.

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