Recupera tu sensualidad

« Get Your Sexy Back » (GYSB) es una iniciativa juvenil contra el consumo excesivo de alcohol que busca promover un comportamiento responsable al beber, aumentando el valor social de la moderación. Siendo la primera iniciativa de este tipo en Singapur, el programa se lanzó en diciembre de 2007 y fue impulsado por Asia Pacific Breweries (APBS), una cervecera asiática que cotiza en la Bolsa de Singapur . ^{[ 1 ]}

Un mensaje recurrente de la campaña es que consumir 5 o más unidades de alcohol en una sola ocasión constituye consumo excesivo de alcohol . ^{[ 2 ]} Esta es solo una posible definición de consumo excesivo de alcohol y otras normas han sido adoptadas por campañas contra el consumo excesivo de alcohol en países como Australia por el Consejo Nacional de Salud e Investigación Médica . En 2008, GYSB publicó los resultados de una encuesta sobre los hábitos de consumo de alcohol de adultos jóvenes en Singapur de entre 18 y 25 años. Los resultados de esta encuesta mostraron una prevalencia creciente del consumo excesivo de alcohol entre los jóvenes, ^{[ 3 ]} y una mayor tendencia al consumo excesivo de alcohol entre las mujeres bebedoras. ^{[ 4 ]}

Historia

El programa «Recupera tu atractivo» fue concebido originalmente por cuatro estudiantes de la Universidad Tecnológica de Nanyang (NTU) como parte de un proyecto escolar. Los estudiantes identificaron varios factores que contribuyen al consumo excesivo de alcohol entre los jóvenes de Singapur y solicitaron el apoyo de APBS. Posteriormente, APBS adoptó el programa como parte de sus iniciativas de responsabilidad social corporativa en Singapur.

GYSB se lanzó por primera vez en diciembre de 2007 ^{[ 5 ]} con el objetivo de fomentar un comportamiento responsable en el consumo de alcohol entre los jóvenes de 18 a 25 años, promoviendo así la moderación como valor social . El programa involucra a su público objetivo a través de diversas actividades y plataformas juveniles, que abarcan áreas como la música, la moda, los deportes y la amistad. ^{[ 6 ]} El eslogan de GYSB: «No es la bebida, sino cómo se bebe» fue adaptado con permiso de una campaña neozelandesa del Consejo Asesor sobre Alcohol de Nueva Zelanda (ALAC). ^{[ 7 ]}

The programme has been present at a number of youth-oriented events, particularly in conjunction with tertiary student associations and national youth bodies. These events include the NTU Surf n Sweat, National Vertical Marathon, the Seventeen magazine Queen of Queens and the Singapore Management University (SMU) Waikiki. In partnering these events, the programme has frequently drawn on support from other corporate partners including Singaporean fashion label NewUrbanMale.com, outdoor media specialists Clear Channel Singapore, as well as convenience chains Cheers and 7-Eleven.

The campaign has also been actively involved in the recruitment of youth volunteers and volunteer ambassadors to pledge their support for the cause of moderate drinking. Recruitment of volunteers has mainly been conducted online via the campaign website, in the various tertiary campuses, as well as at roadshows held at shopping malls.

In February 2010, an article in the TODAY newspaper cited GYSB as an example of a highly successful youth-oriented campaign. The article also stated that more and more youths have been pledging their support for moderate drinking since the launch of GYSB in 2007.^[8]

Platforms

The GYSB programme encourages youths to live active, healthy social lives by engaging in activities other than binge drinking. It has grouped these activities into four main youth-oriented platforms.

Music

To coincide with the relaunch of GYSB on 16 October 2008,^[9] singer-songwriter Jillian-Marie Thomas, also a volunteer ambassador, wrote and composed a theme song for the GYSB programme.

GYSB also entered into a collaboration with Sony Music Entertainment, producing a set of GYSB CD inserts which were released together with the launch of the 'Capricorn' album from Taiwanese singer Jay Chou in October 2008.

On 4 April 2009, GYSB staged a concert at The Heeren shopping mall featuring a Singaporean band, "Da Feng Chui". The band, who was an on Channel U's Superband 2008 talent-search, and also launched their debut album in conjunction with the concert dedicating one of the songs on the album to the Get Your Sexy Back campaign.

On 9 December 2009, GYSB staged a music concert in support of responsible drinking at popular nightspot Velvet Underground. The concert featured regional superstar JJ Lin, SuperBand 2008 runners-up Da Feng Chui, Project Superstar alumni Chen Diya and Carrie Yeo, homegrown singer/songwriter Jillian Marie Thomas, and indie-alternative band en(x).^[10] All proceeds from the concert were donated to sporting clubs and student associations from Singapore's three main universities. Also announced at the concert were a new range of GYSB T-shirts, designed by local fashionistas, designers and fashion bloggers; and the details of a new membership benefits programme dubbed the GYSB Friends Card.

Fashion

Singaporean fashion and lifestyle label NewUrbanMale.com (NUM) designed an exclusive range of 'NUMXGYSB' T-shirts^[11] in October 2008. The shirts, each bearing the slogan "Two beers or not two beers" were retailed at selected NUM stores island-wide and were designed by NUM founder Shenzi Chua who has likened the slogan to a question on the difficult choices confronting youths when dealing with alcohol.

In December 2009, GYSB launched the third generation of GYSB T-shirts with a collection of three designs by local fashion bloggers Dinnie & Ridhwan, design student Sid Lim and T-shirt printing specialists Ministry of Press.

Sports

On 18 Oct 2008, GYSB teamed up with Nanyang Technological University (NTU) Sports Club to reach out to students at the NTU Street Challenge, the university's largest annual on-campus sporting event.

GYSB was also supported by the National Vertical Marathon 2009, Singapore Management University (SMU) Surf n Sweat 2009, SMU Waikiki, Freshmen Sports Orientation Camp and Sports Fiesta.

Friends

In 2007, the student founders of GYSB created a group page on the popular social media platform, Facebook to serve as an avenue where like-minded youths could come together and share their thoughts and experiences on moderate drinking.

In April 2009, a group of National University of Singapore (NUS) students, created and distributed a game via Facebook called "GYSB Matching Fury" as a way of spreading the message of moderate drinking via social networks.

In December 2009, GYSB announced the launch of a membership benefits programme called the GYSB Friends Card. Given away free to programme supporters, the card gives discounts and other privileges at retailers across Singapore. Current commercial partners include Leftfoot, Times the Bookshop and Ministry of Press.

References

↑Anti-binge drinking campaign: Get seriousArchived 7 February 2009 at the Wayback Machine Asiaone News, 11 February 2008.
↑"Young and Smashed". SoShiok.com. 4 June 2008.
↑"Survey shows 73% of young club-goers binge drink at least once a month". Channel NewsAsia. 16 October 2008.
↑Binge drinking an "emerging issue in Singapore, says HPBArchived 26 April 2009 at the Wayback Machine, Channel NewsAsia, 7 December 2008.
↑Moderate drinking keeps you sexy Marketing-Interactive, 11 January 2008.
↑"Get Your Sexy Back is back". Youth.sg. 18 October 2008. Archived from the original on 1 September 2009. Retrieved 15 April 2009.
↑Alcohol Advisory Council of New Zealand (ALAC)
↑"Young Guns"Archived 22 June 2011 at the Wayback Machine, Today Newspaper, 9 February 2010
↑Cheers! Drink moderately and Get Your Sexy Back!, Asiaone News, 19 December 2008.
↑"Get Your Sexy Back, by drinking responsibly". OMY. 16 December 2009.
↑"Drinking’s not Sexy"Archived 18 October 2008 at the Wayback Machine. TODAY, 18 October 2008.

External links

Get Your Sexy Back
Your Sexy Back – Facebook Page

[1] Anti-binge drinking campaign: Get seriousArchived 7 February 2009 at the Wayback Machine Asiaone News, 11 February 2008.

[2] "Young and Smashed". SoShiok.com. 4 June 2008.

[3] "Survey shows 73% of young club-goers binge drink at least once a month". Channel NewsAsia. 16 October 2008.

[4] Binge drinking an "emerging issue in Singapore, says HPBArchived 26 April 2009 at the Wayback Machine, Channel NewsAsia, 7 December 2008.

[5] Moderate drinking keeps you sexy Marketing-Interactive, 11 January 2008.

[6] "Get Your Sexy Back is back". Youth.sg. 18 October 2008. Archived from the original on 1 September 2009. Retrieved 15 April 2009.

[7] Alcohol Advisory Council of New Zealand (ALAC)

[8] "Young Guns"Archived 22 June 2011 at the Wayback Machine, Today Newspaper, 9 February 2010

[9] Cheers! Drink moderately and Get Your Sexy Back!, Asiaone News, 19 December 2008.

[10] "Get Your Sexy Back, by drinking responsibly". OMY. 16 December 2009.

[11] "Drinking’s not Sexy"Archived 18 October 2008 at the Wayback Machine. TODAY, 18 October 2008.

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