Asociación DUAL has launched its 2026 youth campaign, “Don’t let them poison you. Ditch the NPCs,” encouraging young people to resist peer pressure around alcohol. The campaign, funded by the Government Delegation for the National Plan on Drugs (PNSD) under Spain’s Ministry of Health, uses a concept familiar from video games: the “NPC,” or Non Playable Character, someone who acts automatically, follows set patterns, and does not think about the consequences.

According to Raúl Izquierdo, psychologist and technical director of Asociación DUAL, the campaign invites young people not to “go with the flow” when alcohol is offered to them. Instead, it presents saying no as an expression of personality, freedom, and critical thinking. The campaign video features youtuber and communicator Karim Herrero, who speaks directly to young audiences about avoiding those who imitate others, change their personality to fit in, or offer alcohol simply because it was once offered to them.

The campaign also highlights the wider environment around young people. Xisca Xureda, Government delegate for the PNSD, warned that low risk perception among minors remains a serious concern, especially when alcohol is normalized through social settings, events, advertising, and adult behaviour. She stressed the importance of environmental prevention and pointed to Spain’s draft law on preventing alcohol consumption and its effects on minors, where such strategies are expected to play an important role.

Find more from Asociación DUAL (Spain, May 2026)