Diageo, Ethiopia’s biggest distributor of liquor and producer of Meta beer, collaborated with Timret Lehiwot Ethiopia, Addis Ababa Education Bureau, Design lab Ethiopia and Sewegna Production and Entertainment to spread awareness about the alarmingly growing underage drinking in Ethiopia. The project titled Smashed is a ‘theatre-in-education’ programme which involves a live theatre performance and an interactive workshop for young people. It is dedicated to reducing underage drinking and promoting responsible attitudes towards alcohol.
The Smashed project has been successful and reached more than 250,000 youth since its launch in the UK fourteen years ago. It is expected to reach more than 15,000 youth and 28 schools in Addis Ababa before touring the rest of the cities.
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