Pasta, Cheese, and More: Anti-Drug Campaign Hits Italian Nightclubs

“Pasta, not pills” is a social initiative that takes a stand against drugs by bringing advertisements for Knorr pasta, Leerdammer cheese, Want modeling agency, Volare Group, Yes magazine, Radio Italia Network, multinational Stepstone, and Arxmedia internet company into nightclubs.

The initiative is sponsored by the Provincia di Milano and was conceived by City Laser. Nine events are scheduled across different nightclubs throughout the country.

The tour stops

Bardolino, whose venues have long hosted or promoted anti-drug initiatives, is among the stops on a tour that begins on May 4th at the Vanigliaclub in Turin, and continues in Naples, Riccione, Bari, Arezzo, Modena, Mestre, then Bardolino, Sperlonga in the province of Latina, and concludes on Tuesday, July 10th at the Cafè Solaire in Milan.

The core idea, supported by various commercial entities, is to raise young people’s awareness towards a different approach to everyday life. Naturally, the initiative has a commercial aspect, as nightclubs become ideal showrooms for presenting products to a young audience, experimenting with alternative communication methods beyond traditional advertising channels.

Promotional activities and objectives

During the event, young people will have the opportunity to taste Leerdammer and Knorr products and connect to the Stepstone website, which offers job opportunities for youth.

The monthly magazine Yes will dedicate its June issue to an investigation on the use of new drugs.