Now in its third edition, "BEACH, PLEASE!" is particularly targeted at Generation Z and is the largest urban festival in Southeast Europe, expecting over 120,000 people in the five days of the festival.

The organizers, together with their partners, have found a fresh and relevant method to draw young people's attention to the dangers of drug use through an anti-drug campaign that will unfold in two communication phases: before and during the festival, using a mix of media - digital, OOH, radio & festival.

"We created a campaign in the language of my generation, after a long time of impersonal, rigid campaigns whose message was ridiculed and ineffective. Given that 'BEACH, PLEASE!' is the largest festival dedicated to young people, with an online platform of over 1.5 million followers, most of whom are between 15-30 years old, we believe it is our duty to use our creative resources and immense reach to launch the first cool and effective anti-drug campaign in Romania. We thank our partners from the Ministry of Internal Affairs and the National Anti-Drug Agency for their openness and support in disseminating this campaign both online and offline", says Andrei Șelaru (Selly), co-founder of the festival and initiator of the campaign.

"Drugs are everywhere, both in real life and online, and can affect anyone, regardless of age or social status. Most often, they are synthetic substances created in a laboratory, which can cause addiction from the first dose. Through this campaign, we aim to provide correct information to Generation Z, so that young people can make healthy decisions.

We are pleased to see that the organizers are concerned about the safety of the participants and we remind everyone that the best memories are the ones you can remember the next day and share with your loved ones", says Police Chief Commissioner Ramona Dabija, Director of the National Anti-Drug Agency.

To combat this phenomenon, security investments for this year's "BEACH, PLEASE!" edition have significantly increased, reaching 500,000 euros.

Over 500 agents will ensure the security at the festival, and participants will be subjected to rigorous checks at the entrance and, if necessary, during the festival.

"We have a saying: IF YOU KNOW, YOU KNOW! We wanted to assure the festival-goers that we also know if prohibited substances make it into the festival.

As in previous years, we are investing massively in the safety of those present and have increased the number of security agents. We have a complex collaboration with all structures of the Ministry of Internal Affairs, to whom we provide all the resources at our disposal so they can do their job as well as possible in the interest of the festival-goers' safety, and the National Anti-Drug Agency will send its representatives to the festival.

Those who want to learn more can do so on-site at the ANA partners' tent, as well as on social media", adds Andrei Șelaru (Selly), co-founder of the festival and initiator of the campaign.

"From the first time we talked about the brief, we realized that the last thing we wanted to create was yet another 'SAY NO TO DRUGS' campaign. It's 2024 - we all know that drugs are bad and why. Instead of alarming approaches and messages, we chose to communicate from a new and bold angle, one that will spark reactions and truly has the potential to change something. Moving away from clichés, this is one of the most important conversations we could have around the biggest festival in Romania, which is targeted at Gen Z", declared THE DROP representatives, Flavia Ionescu (Head of Business) and Mihai Titirig (Creative Director).

"BEACH, PLEASE!" is in its third edition. Over 120,000 people are expected in the five days of the festival. With over 200 Romanian and international artists on stage at Costinești, the festival promises to be an unforgettable event, with a special emphasis on the safety and well-being of the participants.

So far, previous editions have not recorded any incidents, and the organizers are determined to maintain this high standard again this year.