Digital Stories 2012:

Deglamourising the image of alcohol

ADIC (Alcohol and Drug Information Center) is using different methods to reduce the attraction of alcohol in youth. Therefore ADIC is trying different ways to get the attention of the youth and invent novel ways to deglamourise the image of alcohol.

The ADIC- Challenge- Digital Stories competition is a way for amateurs to make movies and compete against others, using their creativity and prevention knowledge.The closing date for the applications will be February 15, next year. The final event will take place on March 23, 2012 at the Galle Face Hotel.This approach is fun, attractive and will attract the audience so that the youth in present day would actually break away from their comfort zone and get ready for an innovative challenge.

This competition is an attempt to venture into a trend setting segment on alcohol use. The intention of having this competition is to set the youth in critically analysing the hidden promotions and the hidden agendas of the alcohol industries expressed through the manipulative promotions in media.

This competition is completely different from other competitions held on alcohol prevention. This is something out of the box. The competition is on creating movie clips using any software, not exceeding 45 seconds under one theme.

The theme for the competition will be, 'why does it sound hilarious when some say still alcohol is fun?'

The first price of the competition is a tour to Sweden for two weeks, free of charge. Not only that the participants can also win laptops, camcorders, I pods, digital cameras and many more. More details about the competition is in ADIC web site ( www.adicsrilanka.org) or call Apsara on 0712258777.

Chandula Sathiyajith Kumarage, who was a previous winner of this competition stated that he got to know about this competition through a friend.

“I observed the website which my friend said and I realised that this is such a competitive thing since the first price was a tour to Sweden for free of charge.

The competition was to make a short movie within 45 seconds.

The theme of this competition was totally different from typical and conventional alcohol prevention themes. The theme was 'reducing the attractiveness and image of alcohol'," he added.

He further stated that the whole competition was different in all aspects and that he realised that he should think innovatively and creatively to reach the first prize.

The 2009 event judging panel Picture of the final 25 winners of the 2009 event

"Then I came up with a creative video after trying on many video clips.On the first day when I went to ADIC to submit the video, I was really impressed by the activities which they carried out to deglamourise the image of alcohol. Actually I started liking the place soon after my first visit since the staff was also very friendly and helpful.

I realised that this is a well organised competition. Next ADIC informed me that my video was in the best 25 movies. I was really motivated and inspired after that announcement. Then I was invited for the final event which was held at Galle Face Hotel Colombo,"said Kumarage.

According to Kumarage November 4, 2009 has been the most unforgettable day in his life. It has been like one of her dreams coming true.

"When I went to the hotel I saw a large crowd and I really got nervous. After several events which were mentioned in the agenda, final contestants were invited to the stage. I really wanted to be in the best five movies and as I dreamt, my movie was in the best five videos.

I was really excited when they announced the winner. I still can’t forget that wonderful moment. I was selected as the winner and my dream became a reality.

I heard applause, applause and more applause. I got a free air ticket to Sweden.

When I recall those unforgettable memories and the experience which I had in Sweden, they still inspire me,”said Kumarage.