The “Viva la Movida” campaign aims to raise awareness about the consequences of alcohol abuse and civic responsibility. The project encourages young people to enjoy themselves responsibly and to avoid uncivil behavior.

The campaign uses music to reach young people. The song “W la Movida” is available on digital platforms and its lyrics encourage critical thinking and discourage uncivil behavior associated with nightlife.

The song was written by the project’s creator and musician Paolo Sabatino and performed by Osvaldo Paolisso, a young singer from Abruzzo. The video for the song features a character named Matt Eightynine, who represents the epitome of conformity and stereotypes about young people. However, Matt is able to change his ways and become part of a virtuous circle of respect and sharing.

“The idea for this campaign came from a real need,” said Paolo Sabatino. “As a father of two, I felt the need to do something to send a strong message and encourage reflection: you can have fun without risking ending up in the hospital or hitting someone with your car. Life is precious, and it should be cherished. You should also love your city and respect the simple rules of civil coexistence. So I used my language and wrote a song.”

Starting in 2024, the project will involve high schools in Teramo by organizing meetings to talk directly with students about the issue in order to limit the spread of this alarming phenomenon and increase awareness about respecting their community and their own lives.

The campaign is supported by the Municipality and Province of Teramo, co-financed by Poste Italiane and realized thanks to the Cultural Association Teramo Nostra.

Find more from Comune di Teramo (Italy, January 2024)