Colombian Children Targeted by Diageo’s Misleading “Smashed” Program
Posted on March 04, 2025 in Diageo, Deception, Manipulation, ColombiaDiageo’s “Smashed” program is making its way into Colombian schools under the guise of preventing underage alcohol use. As part of a campaign linked to the Barranquilla Carnival, the program uses theater performances to deliver so-called educational messages about alcohol harm. However, just like similar industry-backed programs worldwide, “Smashed” is not about protecting young people – it is about protecting Diageo’s bottom line.
Alcohol industry-funded youth education initiatives have long been a strategic tool used by Big Alcohol to deflect regulatory scrutiny, shape public perception, and shift responsibility for alcohol harm onto individuals rather than the industry itself. Diageo runs “Smashed” in multiple countries, including Brazil, where the “Na Real” program operates under similar principles. These programs allow alcohol corporations to position themselves as responsible actors while actively undermining evidence-based policies proven to reduce alcohol harm, such as higher taxes, marketing restrictions, and reducing alcohol availability.
Independent research has repeatedly exposed the problems with alcohol industry-funded school programs. A comprehensive analysis published in the journal Drug and Alcohol Review found that such initiatives tend to deliver selective, misleading, or biased information that aligns with industry interests rather than public health objectives. The programs downplay the risks of alcohol and steer discussions away from policies that would meaningfully reduce alcohol harm.
By embedding itself in Colombian schools through “Smashed,” Diageo secures a powerful marketing opportunity disguised as public health intervention. This is not about prevention – it is about brand building and reputation management. If Diageo were serious about reducing alcohol harm, it would support policies that work: higher alcohol taxes, comprehensive advertising bans, and common sense limitations on availability.