The alcohol industry’s main target is youngsters, and they attempt to trap them by manipulating and using various tactics to cultivate alcohol-related norms among the younger generation, making them their long-term customers. Therefore, providing the necessary knowledge to youths regarding the alcohol industry’s tactics, and interferences, and immunizing them against the alcohol industry is important to protect future generations.

The media studies students at the University of Jaffna are continuously learning about the alcohol and tobacco industries’ interferences and promotional techniques. They are creating creative materials to mobilize both youngsters and the general public with the guidance and technical support of the Alcohol and Drug Information Centre (ADIC).

As a part of this effort, selected students from the Department of Media Studies contributed to developing new concepts for alcohol prevention targeting Valentine’s Day 2024 to reduce the attractiveness of alcohol and alcohol-related norms among youths, integrating it with Valentine’s Day, as this day is of particular concern to most youngsters.

This promotional video material was launched by Prof. S. Raguram, the Dean of the Faculty of Arts on 14th of February 2024 at the Media Lab of Media Studies.
This video will also serve as an advocacy tool to educate the younger generation in the future through social and traditional media platforms.