Alcohol companies team up with civil society, local authorities to reduce drunk driving
Across the Asia Pacific region, an estimated 2,000 people die each day in road collisions—a third of which involve alcohol consumption as a contributing factor, with young adults at the highest risk.
In the Philippines, an estimated 12,000 people die every year in road-related accidents—about 25 percent of which are related to the harmful consumption of alcohol. Moreover, many Filipinos remain unaware of the risks of drinking then driving—and that the effects of alcohol could kick in once the motorist is on the road.
“Human factor is a big factor in most road accidents. While there are laws against drunk driving, it is critical to raise awareness as well of this high-risk behavior. Not only is it a criminal offense, but also puts lives in danger,” says Police B/Gen Eric Noble, director of the Police Community Affairs and Development Group of the Philippine National Police.
This is the reason why ABAPI and the Automobile Association of the Philippines, with endorsement from the Philippine National Police, have come together to amplify the message regarding the harm that could be caused by drunk driving. The aim is to raise awareness to help reduce incidences, fatalities, and injuries caused by drunk driving in the Philippines through the “Power of No”.
The Power of No 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 (ABAPI).
“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 Power of No campaign is led by the Asia Pacific International Spirits and Wines Alliance (APISWA), representing global spirits and wine producers, the Automobile Association of Vietnam (AA Vietnam, a member of the Fédération Internationale de l’Automobile or FIA), creative agency Orès, with support from the US-ASEAN Business Council (USABC), and the European ASEAN Business Council (EUABC).
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.