Case Study: Blaenau Gwent Food Partnership reduces energy drink consumption among young people with jamjar

Blaenau Gwent Food Partnership tackles energy drink use with JamJar after survey found 63% of students drank them regularly

The Blaenau Gwent Food Partnership commissioned jamjar to develop a bilingual campaign to reduce energy drink consumption among young people. The challenge was to change perceptions and behaviors without sounding preachy, as a local survey found 63% of students drank energy drinks regularly.

jamjar co-produced the "Sip Smart. Stay Sharp." campaign with young people, creating digital-first content for TikTok, Instagram, and YouTube to reframe the narrative around healthier habits. The solution included social media assets and educational resources for schools. The campaign successfully challenged the social normalization of energy drinks and equipped the community with tools to drive meaningful behavior change.

Blaenau Gwent Food Partnership