Rome is relaunching the Buonamovida campaign, an awareness initiative promoting responsible nightlife. At the heart of the campaign is Frank, a comic book character created by two students from NABA, winners of the Socially Correct competition. After an initial launch in July, the campaign returns on March 10 with a new wave of communication on social media and billboards, strengthened by the introduction of the Drunk Friend Rescue Kit, a free kit designed to help those who have had too much to drink.

Distributed in 26 bars and venues across Rome, the kit targets young people aged 18 to 30 and contains useful items such as a vomit bag, tissues, a wristband, and a pen to write down important information. The campaign, with the slogan Frank, the friend who ruins your night, aims to raise awareness of alcohol-related risks and promote a more responsible nightlife. At the same time, Rome is working to discourage malamovida, a phenomenon linked to disruptive, disrespectful, and sometimes violent behavior often caused by excessive drinking.

Through clear messaging and practical tools, the campaign encourages simple actions to help friends in need, such as offering water, staying close to those who have drunk too much, and preventing them from driving. The distribution of the kits is supported by media partner Zero and influencer @leonardobocci_, who amplify the campaign’s reach on social media. This initiative combines creativity and prevention to make nightlife safer for everyone.

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