By implementing the addiction prevention educational program, the largest brewery in Latvia “Cēsu alus” in cooperation with the association “Esi Brīvs!” continues the project “Be INDEPENDENT!”, within the framework of which six active and well-known young people talk about their experiences in contact with alcohol and encourage their peers to think about the possible consequences of premature alcohol consumption. This year “Be independent!” the messengers are Ludvig Jēkabs Kalmanis, Natālija Knipše, Toms Petrusevičs, Beata Jonite, Monta Kaiva Konovalova and Gustavs Melbārdis.
“”Be INDEPENDENT!” the project is implemented with the long-term goal of creating a conscious society by educating the young audience about the possible consequences of alcohol consumption. Young people are in the highest risk group, because at this age the opinion of their peers is very important, and it is easy to be influenced by what is happening around them,” admits psychotherapist Dace Caica, chairman of the board of the association “Esi Brīvs”.
The social responsibility of Cēsu alus, as an alcohol producer, is to take care of the sustainable development of the industry, which includes educating young people on alcohol prevention issues. “If a young person is sufficiently informed about the negative aspects of alcohol consumption at a young age, then it is more likely that in the future they will treat alcohol consumption responsibly, thereby creating responsible and moderate consumption of beer and alcohol in adulthood,” says Agita Kārkliņa, communications manager of JSC “Cēsu alus”.
In the project, young people were invited to introduce themselves and what they do outside of school, as well as to tell about their experiences in contact with alcohol. Each answer was captured in photographs that visualize the feelings and emotions of the young people. “I can’t say what the perfect formula is, how to tell us, young people, that alcohol can have terrible consequences, but it must be continued, because unfortunately for many it has already become a part of everyday life,” says singer and composer Ludvigs Jēkabs Kalmanis (The Ludvig).
Both young people who have not had a negative contact with alcohol and those who have had to experience the consequences of reckless behavior participated in the project. Well-known YouTube video creator Beata Jonite (chanelegance) encouraged young people to learn from her mistakes: “Because of one stupid thought, I almost lost my life and could have done the same to others while sitting behind the wheel of a car under the influence of alcohol. It’s not a joke and if you’re not mature enough, it’s better not to do it at all!”
Project “Be INDEPENDENT!” we invite you to follow the activities on Facebook: www.facebook.com/EsiNeatkarigs
“Be INDEPENDENT!” the project has been held since 2012 and a total of 870 students have been educated by organizing discussions, physically entertaining activities and practical seminars in schools. The organizer of the project and the author of the initiative is the “Cēsu alus” brewery. The project is organized in cooperation with the addiction prevention society “Be Free”.
