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Alcohol companies team-up with civil society, local authorities to reduce drink driving through the “Power of No”

Private-public partnership and whole-of-society approach to raise awareness against the risks of drink driving among the youth

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% 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 on this high-risk behavior. Not only is it a criminal offense, but also puts lives in danger,” said 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 drink driving. The aim is to raise awareness to help reduce incidences, fatalities and injuries caused by drink 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 ten (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 in 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 drink driving, promoting more understanding on how alcohol can affect driving reflexes and educating the youth on the serious dangers of drink driving,” said 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 drink driving is socially unacceptable among young adults will save lives. We are excited to be part of this groundbreaking and vital pan-Asian initiative,” said 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 towards awareness-building and education through social media, ABAPI and AAP plan to work with its partners and stakeholders to continue to educate young motorists and measure the campaign’s impact on behavior change.

To learn more about Power of No, visit the campaign’s Facebook page or website.

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