STUDENTS Tung Lik Man, Jeannette Susanne Wilson and Farah Liyana Safaruddin had many reasons to rejoice when they won the Pernod Ricard Responsib’ALL CSR Case Competition.
The KDU University College trio won a five-day trip to Paris, France for the global Responsib’ALL presentation and RM5,000.
Designed to highlight the dangers of drunk driving among young adults, the competition required students to develop a social marketing campaign. It required participants to target the alcohol-related issue of binge drinking, drink driving or underage drinking.
“We entered the competition as it was a good opportunity for us to learn new skills and gain some real-world experience,” said Jeannette.
Lik Man said that as hospitality students, they initially had no idea what video production was about.
“Our initial drawings and sketches were of an amateur style. It was a huge learning curve for the three of us,” Jeannette added.
The trio also learnt how to carry out a social media campaign.
“We were given ideas on how to make a video go viral. Understanding the online platform was an important avenue for us,” said Farah Liyana.
Through Twitter and Facebook, the team, known as Team Smart Drinkers, conducted an hourly countdown to the video’s live release on YouTube so as to garner prior interest and gain momentum.
Farah Liyana explained that their “catch” was the storyline’s unconventional point of view.
“Usually the focus is on the intoxicated driver but with our video, we wanted to direct the public’s attention to the third party who is often affected by the intoxicated driver.”
Pernod Ricard Malaysia managing director Terence Ong said it was important to engage young people on the issue of responsible drinking.
“Students start driving by the time they are 18 and they may frequent clubs during their university tenure. So it is important to create an awareness among them of drinking and driving responsibly,” he said.
Catch Team Smart Drinkers’ winning video at
Did you find this article insightful?