Diageo and Collingwood Learning have taken the educational theatre programme ‘Smashed’ into schools in 23 countries, across six continents, over the last decade. Instead of using negative messaging and scare tactics to land the dangers of underage drinking, Diageo and Collingwood want to use alcohol education to empower a generation.

Working closely with Southpaw Agency, Diageo and Collingwood Learning, I developed an emotive brand tone of voice and positioning. We chose to speak with honesty - crediting students with the emotional capability to deal with shocking outcomes and serious topics. My words had to have the clarity and simplicity to resonate with students across the globe - from the UK to Uganda and beyond.