Digital public awareness campaign promotes responsible behaviors around drink driving

08:10 | 22/03/2022 Society

In the Asia Pacific region, road crashes claim the lives of 2,000 people each day; up to one-third of fatal road collisions involve alcohol as a contributing factor, and those at highest risk are young, dynamic, and promising individuals who are just getting started on building their future.

The Power of No campaign is being 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 EU-ASEAN Business Council (EUABC).

digital public awareness campaign promotes responsible behaviors around drink driving

“Drink driving is deeply interconnected with a country’s success for other social indicators,” explained Greig Craft, President of AA Vietnam and President of FIA Region II - Asia Pacific. “This generation of young adults has massive potential to shape the cultural behaviors that could make our roads safer, and we are proud to take part in this campaign to help inspire that change within local communities across Asia Pacific.”

In Vietnam, 32 percent of men’s road crash injuries and 20 percent of women’s road crash injuries are related to alcohol. Furthermore, according to the World Health Organization, 34 percent of Vietnam’s road traffic deaths involve alcohol.

The United Nations Sustainable Development Goal 3 aims to halve the number of global deaths and injuries from road crashes by 2030. Now is the time to act. This is why the Automobile Association of Vietnam (AA Vietnam, a member of the Fédération Internationale de l'Automobile or FIA), the Vietnam Association for Responsible Drinking (VARD), the Vietnamese Motorsports Association, EuroCham Vietnam and Protec are rising to the challenge. Together, these organizations have launched Power of No, a digital public awareness campaign to promote responsible behaviors around drink driving. This initiative aims to engage young adults of legal drinking age between 18-30 years old in Vietnam.

This March, Power of No will be released on social media to redefine ‘no’ for young people and help them discover the power that they have in influencing norms on drinking and driving. The first phase of the campaign will be a six-week run of teaser videos, commercials and other educational content materials on the campaign’s Facebook pages in each country. The goal in later phases of the campaign will be to measure its impact on behavior change.

“We all know that drinking then driving happen here in Vietnam quite frequently and it caused to many misery ends, some people take it as their habit but many people drink just because they couldn't deny their friends, colleagues requests or challenge. That's the bad culture we all have the responsibility to erase. Beside spreading motorsport movement in Vietnam as a new sport, we truly want the spirit of it as well as the skills that it brings to practice can help them to easily handle every sudden situation when doing the traffic in their daily life”, Said Mr. Quan Nghiem, CEO of VMA LLC and President of FIA Vietnam ASN.

SH