Category: Innovative Approaches

‘Youth Zone’ is a club formed by Alcohol and Drug Information Center (ADIC), to create an environment where the youngsters enjoy and have fun by implementing alcohol and tobacco prevention activities. Because still some youngsters tend to do outdated activities since they are trapped by alcohol and tobacco industries. So the members of ‘Youth Zone’ organize after O/L DJ party in every year.

On 26^th of January 2014 the members of ‘Youth Zone’ club successfully held the after O/L DJ party for the 3^rdconsecutive year at Aesthetic Centre Colombo from 2.p.m onwards. Around 200 participants enjoyed the event and had unlimited fun. The main purpose of organizing this DJ by ‘Youth Zone’ is to convey the message and make the youngsters aware on ‘how to get a real fun without Alcohol’.

Celebrities such as Solangi (Miss Sri Lanka 2013) joined the event to make it more glamorize.   Many items were held during the event such as Balloon dance, DJ King and Queen, Best Dancer, Couple dance etc, which everyone enjoyed. More than 50new members joined the club on that day.

Especial thanks go for ‘Youth Zone’ members, Xtream Youth, Youth on Move Photographers, Channel C, Aesthetic Centre, DJ Mahesh and for all the participants who participated and supported for the DJ party 2014 to make the event a success.

The competition was conducted among the youth groups between the ages of 16 to 21 in Colombo district. 16 groups will be expected for the rugby match and 8 participants were in each team. The match was covered by entertainment photographers. The duration of one match was 11 minutes.

All the matches were played on 2nd March and the winning team was selected on the same day.
The target group was youngsters between the ages of 16 to 21. Not only school students but also the other youth groups between the above mentioned age group will be covered.

Apart from the competition, at the end of the day an after party will be organized to attract the audience.

ADIC conducts April 1st Campaign annually on Tobacco demand reduction in Sri Lanka. Main aim of this program is to establish the idea of “April 1st is the day of Still Smokers” in the minds of people by year 2025. This is one of the main campaigns conduct by ADIC Island wide with the help of team ADIC, Volunteer groups and other government and non-government officials in distributing birthday cards for smokers, posters, video wall advertisements, social media posts and other entertainment events. Special support by corporative sector in media is significant throughout the campaign.

Annual ‘Short Drama Competition’ is one of the most attractive events; organize by Alcohol and Drug Information Centre (ADIC) in collaboration with the National Youth Services Council (NYSC). Many recognized drama artists, celebrities, members representing various governmental and non-governmental organizations are participating at the occasion with their creatively developed stage plays. They are invited to present a stage drama according to a given theme related to prevention of alcohol tobacco and other drugs. The winners will be selected by well qualified panelists mainly based on the relatedness of drama to the theme.

As drama is a powerful communication and entertaining tool ,ADIC has identified the importance of delivering the prevention ideas to artists in similar field as well as the general public through this event.

In 2015 Colombo Youth Zone was organized a youth event called FLY. Based on the following objectives, To make them understand and realize the symbolic meanings attached to alcohol use, To reduce the expectations of pleasure on alcohol use, To recognize the attributed behaviors attached to alcohol use, To reduce the negative image attached to non‐use or light alcohol use, To reduce the attractiveness and the image of alcohol use among youngsters, To promote Youth Zone club

This event was organized to prove that the youth can have unlimited fun while enjoying the event and the after party without alcohol, tobacco and any other drug. The event was conducted among the youth groups between the age of 16 to 21 in Colombo district.

Under this event, there are few games to escalate youth’s cooperation in the event. Games are as follows:

• Treasure hunt (Around the Colombo in 90 minutes)
• Dance Battle
• Paper Dance

This event was held at the premises of Kaladoowa, Gangaramaya under the theme “Who said alcohol is fun” on 11^th of September 2015 from 3.00pm onwards.

The Chase the Snitch 2016 was a project designed by the Youth Zone team to venture into a trend setting segment on deglamorizing alcohol. The event includes games, fun activities, music, dancing and partying.

Through this event it was expected to make the youth realize that they can have unlimited fun while enjoying the event and the after party without alcohol. It is also intended to get the youth to understand the hidden promotions and agendas of the alcohol industry as expressed through the manipulative promotions in media.

The Chase the Snitch 2016 was held at Mt.Lavinia Beach, (Next to Montage Seafood restaurant) on 10^th of September, 2016 from 1.00 p.m onwards under the theme “I’m a cool player not a lousy drinker”. The event is opened for the young people between the ages of 16 to 21.

Several games and fun activities have been arranged to escalate youth’s cooperation in the event such as:

Main Game:

Chase the Snitch (Quidditch)

Other Fun activities:

• SMS Competition
• Photo Night
• Celebrities Event
• Water Ball Passing
• Water balloon shave

The winners were awarded with cash prizes, gift vouchers and gift hampers.                               

The Kites Competition & Holi Festival is an attempt by the Colombo Youth Zone team to venture into a trend setting segment on Alcohol and Tobacco use. The intention of having this competition and event was to get the youth understand of the hidden promotions and the hidden agendas of the alcohol industries as expressed through the manipulative promotions in media.

The event was organized to prove that the youth can experience the unlimited fun while enjoying the event and the after party without alcohol, tobacco and any other drug. The kites competition was conducted among the youth between the ages of 16 to 25 in all island. Twenty five competitors participated for the competition. The event covered by Let me.lk photographers and TV Derana.

The event was held at the premises of Barracuda Restaurant, Dehiwala under the theme: “Who said alcohol is fun?”.

Digital Stories competition is a way for amateurs to make movies and compete against others, using their creativity and prevention knowledge. Competition is open only for participants, age below 25 years in IT field.

Objectives : To reduce the attractiveness and image of alcohol

Methodology:

The competitors have to create a digital movie clips using any software, not exceeding 45 seconds under one theme of “Who said alcohol is fun?”

To promote these completion promotional campaigns were conducted in IT departments of schools, universities, IT tuition classes and IT centers island wide.  Three criteria were considered. 1 Understand the concept, 2. Creativity, 3. Technicality.

Apart from the trainings, campaigns were launched on posters, leaflets and banners. Email and face book campaigns too were a potential method used to publicize our competition.

After the submissions all the digital clips were review and best 25 clips were selected. On the day of grand finale the 25 clips were screened with the participants of media personals, celebrities, academics and professionals.  Winners were awarded with prizes.

Outcomes:

1008 short movies received for the Competitions.  Participants had realized the image built for alcohol, symbolic meaning attached to alcohol and how alcohol company promote their product using media. Professionals from film industry, corporate sector, many media personals and celebrities engaged in the process form that they were able to get the knowledge of alcohol industry.

620 Tv advertisements, 950 Radio and 147 News paper were received free of charge. Advertisements are worth   USD 57,392.31.