Adolescence: A Pivotal Period of Experimentation

In 2022, the use of psychoactive substances remains widespread among young people, with a phase of experimentation beginning as early as adolescence^¹: 81% of 17-year-olds have tried alcohol and 30% have tried cannabis. During this transition from adolescence to adulthood, young people are more likely to experiment with or consume psychoactive substances in excess, particularly to strengthen social bonds.

Episodic heavy drinking (5 drinks on a single occasion for minors; 6 drinks for adults) is part of a phase of identity exploration during adolescence. Although these behaviors have been declining over the past decade, one-third of 17-year-olds in 2022 had engaged in at least one episode of episodic heavy drinking within the past ^month2.

These behaviors pose short-term risks (alcoholic coma, bad trip, traffic accidents, intentional or unintentional injuries, unprotected sex, etc.) to the health of individuals and those around them. They may persist later in young adults, particularly in party settings.³

Young people are more aware of short-term risks than the long-term risks associated with chronic alcohol use, which are often dismissed as distant concerns. Protective behaviors that regulate drinking within a group of friends can thus be observed and encouraged so that they are legitimized or adopted by younger generations. This is notably one of the objectives of this prevention campaign.

Preventing excessive drinking without being moralistic or prescriptive: the “C’est la base” campaign

Running from September 25 to November 8, the campaign titled “C’est la base” coincides with the start of the academic year, which brings increased opportunities for heavy drinking. This multi-channel initiative, with a significant digital component, has two objectives: to prevent the risks and harm associated with heavy alcohol and cannabis use among young people and to reduce their excessive consumption.

Following the “Amis aussi la nuit” initiative, which ran from 2019 to 2022 and relied on peer-to-peer prevention to foster individual and collective responsibility, the “C’est la base” campaign continues this prevention approach. This new campaign reinforces messages of prevention and consumption reduction, particularly by addressing social pressure.

The campaign is based on 8 messages adapted for various formats, including radio, billboards, and digital media:

• Don’t push your friends if they don’t want to use—that’s the basics

• Encouraging your friends to drink less—that’s the basics

• Keep an eye on your friends at parties—that’s the basics

• Walk your friends home if they’ve had too much to drink—that’s the basics

• Remember to eat before drinking—that’s the basics

• Drinking water when you’re drinking alcohol is a must

• Calling emergency services right away if your friend is in bad shape is the basics

• Inviting your friend to sleep over if they’re out of it is a no-brainer

The slogan “It’s a given” highlights the fundamental nature of each piece of advice provided in the campaign materials and anchors it in everyday language to make it easier to remember. It encourages as many people as possible to adopt these essential protective actions and behaviors.

The campaign is also supported by a broad partnership with the digital media platform Konbini, which is particularly popular among young people. Through various video formats, influencers convey the messages, amplifying the peer-to-peer message. Influencer and comedian Vincent Le Vrai teaches viewers how to resist social pressure through three offbeat “tutorial” videos that offer useful tips.