The “En Serio” program is integrated into Diageo's sustainability strategy “Espíritu de Progreso”, which, by the end of 2024, has benefited over 200,000 young people in Panama, reaffirming its commitment to promoting responsible decision-making among new generations.
The “En Serio” program, formerly known as Smashed, concluded its tour through the provinces of Herrera, Veraguas, and Los Santos, reaching 23,379 students from public schools. The educational sessions were designed to promote informed decision-making and safe environments in their communities.
During the tour, held between September and November 2025, the initiative implemented a methodology that combined educational theater, audiovisual screenings, and guided conversations. This approach facilitated direct interaction with young people, prioritizing communities with higher vulnerability indices. These spaces allowed for students to reflect on the consequences of substance use at an early age.
The educational materials used were delivered to schools to ensure the continuity of the preventive process in the classrooms.
“This figure represents 93% of the national target for the current period, consolidating efforts in preventing alcohol consumption among minors in the country's public educational centers,” the report states.
The program is the result of an articulation between COSPAE, the Ministry of Education (Meduca), and the National Directorate of Educational and Vocational Orientation.
Fide Patiño, Director of Projects at the Private Sector Council for Educational Assistance (COSPAE), highlighted that the actors involved in the tour are residents of the same provinces and have been trained as agents of change. The impact achieved to date places the program very close to its final goal of 25,000 students, scheduled for May 2026.
The tour through the central provinces showed massive participation in various schools:
• Veraguas: Was the province with the greatest reach, impacting more than 12,000 young people in 13 schools through 68 sessions. • Herrera: Registered 32 sessions in nine educational centers, with the attendance of approximately 6,800 students. • Los Santos: Added more than 4,500 students from six educational centers in the region.
