The “En Serio” program, formerly known as Smashed, successfully concluded its tour through the provinces of Herrera, Veraguas, and Los Santos, reaching a total of 23,379 students from public educational centers, which represents 93% of the national target projected for the period.
Between September and November 2025, the initiative developed in-person sessions and virtual meetings that combined educational theater, audiovisual content screenings, and guided conversations, a methodology that achieved high levels of student participation and reflection on the risks of underage alcohol consumption.
This reach is equivalent to nearly 95% of the total goal of over 25,000 students set for May 2026, consolidating the program as one of the broadest prevention initiatives executed in the country during the year.
By province, the tour began in Herrera, where 32 sessions were held in nine educational centers, impacting approximately 6,800 students. In total, dozens of educational sessions were prioritizing communities with higher levels of vulnerability.
Through the use of theatrical performances and the cinema-forum methodology, a higher level of attention and interaction from students was generated, facilitating an understanding of the consequences of early alcohol consumption and promoting informed decision-making.
As of 2024, the initiative has impacted over 200,000 young people at the national level, reinforcing its reach and continuity in Panama.
“The educational materials used remain in the schools, allowing for the continuity of preventive work within the classroom,” the statement reads.
“The actors participating in the tour come from the provinces themselves and have been trained as agents of change, promoting the decision not to consume alcohol while being minors,” stated Fide Patiño, Director of Projects for the Private Council for Educational Assistance (COSPAE).
“At Diageo, we understand that prevention begins with clear, close, and reality-adapted information for young people. The results of 'En Serio' demonstrate that investing in early education has a real and sustainable impact on communities, especially when working in coordination with the educational sector and local actors,” said Giuliana Venutolo, Diageo’s Society Manager for Central America, the Caribbean, and Venezuela.
“En Serio” is part of Diageo’s ESG 'Spirit of Progress' strategy, aimed at promoting responsible decisions and safer environments for new generations.
In Veraguas, the program reached over 12,000 youth in 13 schools through 68 in-person performances and screenings, while in Los Santos, it reached over 4,500 students in six educational centers.
The execution of the program was made possible through collaboration with COSPAE, the Ministry of Education, and the National Directorate of Educational and Vocational Guidance, as well as sponsorship from Diageo, as part of its commitment to preventing underage alcohol consumption and strengthening youth well-being.
