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The “Power of No” – A multi stakeholder initiative to combat drink driving across 6 South East Asian countries

Communities, industries, and civil society groups across Southeast Asia are harnessing the power of collaboration to combat drink driving

March 28, 2022 – SINGAPORE – Today, the Asia Pacific International Spirits and Wines Alliance (APISWA), the Automobile Association of Vietnam (AA Vietnam, a member of the Fédération Internationale de l’Automobile or FIA), creative agency Orès and over 20 local partners across the region are coming together to raise awareness on the harms of drink driving through the “Power of No” campaign. 

In the Asia Pacific region, road crashes claim the lives of 2,000 people each day; up to one-third of those involve drink driving as a contributing factor, and those at highest risk are young adults. Southeast Asia faces the second highest road crash fatality rate in the world (at 20.7 deaths per 100,000 people), resulting in an annual economic loss of 3-6% of GDP.1

Road safety is a shared responsibility. Government, civil society, and the private sector must all play a role in reducing these deaths and injuries to reach the United Nations’ Sustainable Development Goal 3, which aims to halve the number of global deaths and injuries from road crashes by 2030.2

The “Power of No” is a regional effort aimed at raising awareness of the profound consequences of drinking and driving. It reinforces the message amongst young adults that drink driving is socially unacceptable, helps them make better-informed choices and, ultimately, saves lives. The groundbreaking 6-week digital-focused initiative will reach 10 million young adults of legal drinking age in Cambodia, Laos, Philippines, Vietnam, Malaysia and Thailand.

“We are very excited to be partnering with AA Vietnam, Orès and all supporting partners on this campaign, as part of APISWA’s commitment to helping to reduce alcohol-related road crashes amongst young adults,” said Sam Fischer, President, Asia Pacific & Global Travel for Diageo and current Chairman of APISWA.

“We have worked closely and extensively with the authorities in some of the target markets to address drink driving, and this campaign further amplifies the programs and efforts we are making as a group and as individual member companies. We believe road safety is a shared responsibility, and the government, civil society and the private sector must all work together to address this challenge,” he added.

“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 behaviours 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.”

To learn more about Power of Novisit the campaign’s Facebook page or website.

We have worked closely and extensively with the authorities in some of the target markets to address drink driving

Power of No – List of Local Partners
Cambodia Automobile Association of Cambodia, International Business Chamber, National Road Safety Committee of Cambodia
Laos Vientiane Rescue 1623, RDK Group, British Embassy of Vientiane
Malaysia EuroCham Malaysia, Malaysia Institute of Road Safety Research, Ministry of Transport
Philippines Automobile Association of the Philippines, Alcoholic Beverages Alliance of the Philippines, Inc., Philippine National Police
Thailand Bangkok Motorcycle Festival, Thai Foundation for Responsible Drinking
Vietnam Automobile Association of Vietnam, Vietnam Association for Responsible Drinking, Vietnamese Motorsports Association, EuroCham Vietnam, Protec
Regional Ores Group, Fédération Internationale de l’Automobile (FIA), EU-ASEAN Business Council (EUABC), US-ASEAN Business Council (USABC)

About Asia Pacific International Spirits and Wines Alliance (APISWA)

The Asia Pacific International Spirits and Wines Alliance (APISWA) consists of 11 global spirits and wine producers operating across the Asia-Pacific region, including: Bacardi, Beam Suntory, Brown Forman, Campari, Diageo, Edrington, Moët Hennessy, Pernod Ricard, Proximo, Remy Cointreau and William Grant & Sons. APISWA aims to foster an environment where legal spirits and wine can be enjoyed responsibly, and which supports a vibrant, sustainable and responsible hospitality and tourism industry. Further, APISWA aims to secure a sustainable and competitive business environment for our members. APISWA is focused on protecting the interests and safety of consumers and on ensuring that alcohol is enjoyed in moderation, in ways that are appropriate to the local context and in line with international best practice. For more information, please visit:

About Automobile Association of Vietnam (AA Vietnam)

AA Vietnam was founded in 2017 as a leading membership organization that aims to provide a wide range of products and offerings with international quality standards for Vietnam’s road users. AAV services include professional roadside assistance (such as car towing service); insurance policies; travel packages; lifestyle discounts; and road safety advocacy in Vietnam and overseas. With the increasing numbers of automobiles on the road – 13% growth per year – AA Vietnam envisions itself as a quality service provider that ensures the safety and comfort of passengers on the road. In collaboration with the National Traffic Safety Committee, the AAV is well positioned to advance road safety initiatives. In 2018, the AAV collaborated with the FIA to launch the #3500Lives campaign to raise awareness on safe driving practices as 3,500 people are killed on the world’s roads every day. AA Vietnam is a member of the Fédération Internationale de l’Automobile (FIA), and holds leadership roles in FIA’s Asia-Pacific regional projects on advocacy and community safety. For more information, please visit:

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Tsu Ern Lim

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Mobile: +65 9137 7991