Alcohol companies team up with civil society, local authorities to reduce drunk driving.
The campaign is part of a regional campaign that will be implemented in six countries: Cambodia, Laos, Philippines, Malaysia, and Vietnam. It aims to reach 10 million young adults of legal drinking age over a six-week period that includes teaser videos, commercials, and other educational content materials which will be posted on Facebook pages for each country.
“We must work together to reduce road accidents caused by harmful alcohol consumption. Industry stands ready to help promote responsible driving and shift behavioral norms by helping raise public awareness of harmful drinking behaviors, campaigning against drunk driving, promoting more understanding of how alcohol can affect driving reflexes, and educating the youth on the serious dangers of drunk driving,” says Fadil Tasgin, board member of the Alcoholic Beverages Alliance of the Philippines .
“Raising awareness of the profound consequences of ‘drinking and driving’ to reinforce the message that drunk driving is socially unacceptable among young adults will save lives. We are excited to be part of this groundbreaking and vital pan-Asian initiative,” says Joe Ferreria, president of the Automobile Association Philippines.
Across the region, the campaign is led by the Asia Pacific International Spirits and Wines Alliance , representing global spirits and wine producers, the Automobile Association of Vietnam , creative agency Orès, with support from the US-ASEAN Business Council , and the European ASEAN Business Council .
While the first phase of the campaign is geared toward awareness-building and education through social media, ABAPI and AAP plan to work with their partners and stakeholders to continue to educate young motorists and measure the campaign’s impact on behavior change.
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