Addressing harmful drinking requires engagement by all sectors of society – governments, civil society, communities, and the private enterprise. Commitment to this shared responsibility is at the heart of the Asia Pacific International Spirits & Wines Alliance’s support for the drink drive initiative the ‘Power of No’.
Launched in June 2021, the campaign has been implemented under the leadership of the Automobile Association of Vietnam in collaboration with civil society partners in seven countries, each with a high toll from drink driving fatalities and injuries. The campaign harnesses the power and reach of social media to create awareness about drink-driving and to encourage behaviour change, particularly among young adults. It builds on the many initiatives around drink-driving implemented across the region over the years, reinforcing their messages and efforts to effect social change.
In late 2023, an independent evaluation of the campaign and its impact was conducted by Social Terrain, experts in monitoring and evaluation, using technology and social media. It was conducted in the target countries through online surveys and focus groups. The findings, elaborated in a comprehensive report, will help to inform the future direction of the Power of No and broader engagement around drink driving.
- Findings show a correlation between the campaign and increased awareness in the target population about the risks of drinking and driving, as well as improved ability and willingness to engage when the behaviour of others is risky.
- The impact of the Power of No clearly builds on drink-driving campaigns and interventions that preceded it, underscoring that, on its own, no single intervention can deliver all desired results. Synergy and reinforcement are critical elements in changing harmful behaviours.
- The evaluation also provides solid evidence about the utility of social media campaigns in building knowledge and in changing attitudes and behaviour. It offers a cost-effective intervention channel with broad reach and continuous opportunity for reinforcement.
Download a copy of the evaluation report here.
