Absolut: #LoveResponsibly by Young Hero

As Valentine’s Day in the Covid-era approaches, Absolut is launching #LoveResponsibly, an extension of its Drink Responsibly campaign. It asks people to share what loving responsibly looks like to them in a world where connecting with others in meaningful ways has become increasingly more difficult.

The campaign is in response to a survey conducted for Absolut by KRC Research that highlights how all types of relationships have been put to the test over the past year, with nearly 40% of Americans saying they have experienced strains in their closest loving relationships, and that drinking more alcohol plays a role in some instances. Still, more than 80% believe that celebrating Valentine’s Day this year is as important, or even more important, than last year, showcasing the resilience of love.

Starting today (12 February) Absolut is asking fans a simple question: “How do you love responsibly?” Whether that love is with an intimate partner, family member, friend, pet, or even your relationship with yourself, we want to learn and share the many ways that people of all backgrounds love responsibly. Consumers can share their answers as written text, video or image using #LoveResponsibly and tagging @AbsolutUS.