drink driving initiative - Producers' Commitments

DRINK DRIVING INITIATIVE

2015 Summary Reports Beer, Wine and Spirits Producers’ Commitments to Reduce Harmful Drinking

The work summarized in this report is part of the implementation of the Beer, Wine and Spirits Producers’ Commitments to Reduce Harmful Drinking

CONTENTS

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About this report

2

Executive summary

4 Cambodia A coordinated multi-stakeholder approach 6 China Expanding, collaborating, educating 10

Dominican Republic New beginnings

12 Mexico The success of our partners ensuring a successful transition 14 Namibia Laying the groundwork for safer roads 17 Nigeria Focus on data collection 18 Russia Avtotrezvost grows 21

South Africa Educating youth

23 Vietnam Looking back to look forward: 2013 – 2015

ABOUT THIS REPORT

The alcohol industry has a long history of working with partners to reduce alcohol-related traffic fatalities and injuries. IARD and its member companies support evidence-based approaches to prevent drink driving in partnership with governments, police, and communities. These include establishing maximum blood alcohol concentration (BAC) limits, accompanied by high-visibility enforcement. We support counselling, driving license suspension, alcohol interlock devices to reduce recidivism, the use of graduated licensing for novice drivers, and zero tolerance laws for professional drivers. A useful resource for effective policies and programs is the United Nations Road Safety Collaboration good practice guide.

New programs began in 2015-16 in Cambodia, Dominican Republic, Namibia, South Africa, and Thailand.

Over the past six years, IARD has drawn from these tools to build multistakeholder coalitions and apply best practice in targeted interventions, highvisibility enforcements, and monitoring for impact in low- and middle-income countries as part of the Beer, Wine and Spirits Producers’ Commitments. Programs are continuing in China, Mexico, Nigeria, Russia, and Vietnam.

IARD is the secretariat for this historic effort by leading producers to achieve measurable and independently verifiable progress to combat the harmful use of alcohol. The Commitments demonstrate a united pledge by leading producers to build on longstanding efforts to reduce harmful drinking. They were specifically designed to support the WHO Global Strategy to Reduce the Harmful Use of

The United Nations’ Sustainable Development Goals have set a 50% reduction in road traffic deaths and injuries by 2020, and the UN Brasilia Declaration encourages stakeholders to strengthen their commitments to road safety. This 2015 Drink Driving Initiative Summary report provides an overview of the activities implemented to reduce alcoholrelated road traffic crashes in the nine countries as a part of the Commitments to meet this ambitious target. About the Beer, Wine and Spirits Producers’ Commitments to reduce harmful drinking

Alcohol and the UN Political Declaration on non-communicable diseases. The CEO signatories to the Commitments and their companies have committed to undertaking targeted efforts that focus on five broad areas over five years (2013 – 2017). — Reducing underage drinking; — Strengthening and expanding marketing codes of practice; — Providing consumer information and responsible product innovation; — Reducing drinking and driving; and — Enlisting the support of retailers to reduce harmful drinking. IARD works with diverse stakeholders globally to find local solutions to a range of problems including drinking and driving and underage drinking. Our programs and support to local stakeholders emphasize capacitybuilding, multi-stakeholder collaboration, and country ownership to ensure that results are evaluated and sustainable.

2015 DRINK DRIVE REPORT

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EXECUTIVE SUMMARY People’s attitudes toward alcohol vary from country to country, culture to culture. But no one would argue that road traffic crashes and their consequences – death and injury – are a good thing. Road safety is part of the new Sustainable Development Goals, with an aim to halve deaths and injuries on the road by 2020. We know from research that in countries where deaths from road traffic crashes are highest, alcohol plays a significant role.

We share the view with the public health sector that awareness alone is not sufficient to effectively reduce drink driving. IARD and its member companies support evidence-based approaches to prevent drink driving in partnership with governments, police, and communities. These include establishing maximum blood alcohol concentration (BAC) limits, accompanied by high-visibility enforcement. We support counselling, driving license suspension, alcohol interlock devices to reduce recidivism, the use of graduated licensing for novice drivers, and zero tolerance laws for professional drivers. The beverage alcohol industry has a long history of working with local stakeholders and partners to reduce alcohol-related road traffic crashes. Chief Executive Officers of IARD sponsor companies

I am really proud of this project. Both the technical and financial support are extremely important for Cambodia. Madame Pum Chantinie Secretary General, Cambodian Red Cross

asked us to lead a collective effort to tackle drink driving in 2010, with pilot programs in six countries which had particularly high rates of alcohol-related road traffic crashes – Colombia, Mexico, Nigeria, Russia, China, and Vietnam. In each case, our approach sought to address the issues highlighted above. It has been heartening to see that, where we get these projects right, they can contribute to the reduction of deaths

Capacity-building training in Cambodia 2

INTERNATIONAL ALLIANCE FOR RESPONSIBLE DRINKING

and injuries caused by drink driving. For example, in the Shenyang province of China, random breathalyzer tests showed that the number of people driving while over the legal BAC limit dropped significantly from 2.1% in 2014 to 1.2% in 2015 as a result of our program. So what makes a good project? What we learned in running these pilots is that to be successful they must be “owned” locally. Working in partnership with local stakeholders such as mandated government agencies, authorities and law enforcement agencies, driving schools, universities, and the industry is essential for long-term success. Programs also need to be planned with clear outcomes and opportunities for development, longterm institutional funding, and scaling up. Moreover, the projects that work best have a local coordinator or mandated agency to champion it and maintain relationships with the key stakeholders. During 2015, our aim was to continue to transition the initial six pilot programs to local ownership, a process begun in 2014. This unfolded differently in every country, and one of the challenges we faced was in finding the right model or approach for each case. In some places, for example, it was difficult to establish collective funding and management of the project among local industry partners. The programs in Mexico and Russia were successfully transitioned to local funding and support by local sponsor companies, with IARD providing technical assistance and oversight of the projects. We completed the implementation of the projects in China, Nigeria, and Vietnam, with future work on drink driving being incorporated into local industry social aspect organizations in China and Nigeria. IARD continued to explore

We really appreciated what has been achieved, and are committed to continuing our partnership with IARD to improve the drink driving situation in Vietnam. FRSC police officer in Nigeria at work during roadside surveys

The Drive Alcohol Free program has saved thousands of lives in Mexico, and we hope to continue working side by side to avoid harmful drinking. Dr. Manuel Mondragón y Kalb Commissioner of National Council on Addictions (CONADIC)

additional funding opportunities for the scale-up project in Vietnam. Keeping in mind the experience of our six initial pilots, in 2015 we expanded our drink driving program to include four new countries, again chosen because of the particular prevalence of alcohol-related road traffic crash fatalities – Cambodia, Dominican Republic, Namibia, and South Africa. In each case, learning from our experience, we spent the first year laying the groundwork: defining the specific nature of the local problem, developing relationships with key partners, and beginning to raise awareness and increased high-visibility enforcement of the dangers of drink driving. The Dominican Republic had a particularly urgent need, since it ranks number one for road traffic crash fatalities

in the Americas. This urgency no doubt helped us to bring on board many local and international stakeholders and partners. The project aim is to increase awareness, change attitudes, and train traffic police to deal with drink driving. In Cambodia last year we built on previous road safety prevention efforts by local and international organizations. The results of the project’s campaign around the Pchum Ben Festival contributed to the reduction of deaths on the road by 31% and of overall injuries by 47%. In Namibia, the key to long-term success and reducing drink driving was the reintroduction of evidentiary breath testing. Getting the law published was a high priority for the project and our efforts paid off as the revised law was finally published in the Government Gazette in December 2015. South Africa has a particular problem with drink driving amongst young people, and we worked with the Industry Association for Responsible Alcohol Use (ARA) to launch “Young Free and Educated” at Rhodes University in the Eastern Cape. Rhodes University not only has a small student body, but was also hosting the Eastern Cape Intervarsity in 2015, bringing together all the universities in the Eastern Cape and enabling our program to reach many more students.

Khuat Viet Hung Vice Chairman, National Traffic Safety Committee, Vietnam

In 2016, we are expanding the program to Thailand with the purpose of reducing drink driving around the Songkran festival. We also begin the second year of working in Cambodia, Dominican Republic, Namibia, and South Africa. In each of these we have a solid framework to build upon and a clear direction to scale up the initial actions of the past year. In Cambodia we will continue to work with the Cambodia Red Cross and will start implementing campaign activities in three new provinces: Preah Sihanouk, Siem Reap, and Prey Veng. In South Africa we will deliver the “Young Free and Educated” program in at least six additional universities while working more closely with local police on drink driving enforcement. In Namibia we will continue to conduct trainings and provide support for the local police to increase their high-visibility enforcement efforts. These checkpoints will be supported by a public awareness campaign. A similar scope of work will be carried out in the Dominican Republic, where we will focus on drink driving enforcement and increasing public awareness of the dangers of drink driving.


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CAMBODIA A coordinated multi-stakeholder approach In its bid to reduce road traffic crash fatalities by 50% by 2020, in line with the United Nations (UN) Decade of Action for Road Safety and Sustainable Development Goal 3.6, the Cambodian Government passed a new road traffic law in 2015. This provided the opportunity for our drink driving initiative to support the implementation of the new law and the government’s efforts toward reducing alcohol-related deaths and injuries.

We have worked closely with the Cambodian Red Cross (CRC) and the Ministry of the Interior (MOI) to implement the key objectives of our first year, which have focused on public campaigns, training with police, road safety practitioners and volunteers, and high-visibility enforcement during highrisk times of the day and festival periods. We also facilitated regularly meeting with other road safety stakeholders to exchange of good practices and monitor road traffic crash data.

24,316

200 public education and awareness-raising sessions in communities and schools reaching 24,316 people.

Five provinces We targeted five contiguous provinces with high rates of alcohol-related road traffic crashes: Phnom Penh, Kandal, Kampong Speu, Kampong Cham, and Thog Khmum. Unique challenge We launched our drink driving initiative to coincide with the Cambodian Government’s drink driving prevention media campaign. We have aligned these actions with government to ensure that the campaigns would be mutually supportive of the national strategy. A coordinated multi-stakeholder approach Every stage of our work was made possible by the involvement of key stakeholders and partners, which 4

included the Ministry of the Interior (MOI), National Road Safety Committee (NRSC), Cambodian Red Cross (CRC), Union of Youth Federation of Cambodia (UYFC), and IARD sponsor companies active in Cambodia, including Cambodia Brewery Ltd (CBL), Diageo, and Pernod Ricard. We also had the support of hundreds of volunteers to implement campaign activities. These stakeholders’ commitment was vital during our important first year in Cambodia. To facilitate good participation among local governments, ministries, the private sector, and alcohol producers and distributors, we worked with the MOI and CRC to hold one major co-ordination meeting. Chaired by the NRSC Chairman, it was attended by 143 members from 25 provinces/cities. Meeting’s conclusion All the government ministries expressed a clear decision to work with IARD in this initiative, which is supported by the Beer, Wine and Spirits Producers’ Commitments.

Kampong Cham Thog Khmum

Kampong Speu Kandal

Phnom Penh

Red Cross volunteer handing out campaign material

The future is now The building capacity of key stakeholders was imperative for our initiative’s current and future success. From June 2015 onwards, we held 14 train-the-trainer sessions and trained 370 police officers, youth workers, volunteers, and key ministry officials. These sessions covered the consequences of drink-driving, alcohol misuse, the new traffic law, and effective solutions to prevent drink driving. Attendees then went on to train others in their respective regions and provinces.

Drink driving related crashes during September – October

Slight injury

18

54 39

Serious injury Fatality Crashes


23

61 46

35

There was a reduction in drink driving related crashes during September – October 2015 when compared to the same time period in 2014. 83

2015 2014

Water Festival: celebrating safety The Khmer five-day Water Festival occurred in November. We conducted a highly visible campaign during the festival which marshalled 500 youth and volunteers to help promote the drink driving prevention message at checkpoints in the five provinces. Our volunteers distributed campaign materials at national roads, public parks, pagodas, and garment factories. Across the five provinces, traffic police data shows that road traffic crash fatalities during the Water Festival decreased 16%, while injuries decreased by 43%. Over the Water Festival period there was a 23% decrease in alcohol-related crashes. A number of factors, including public education and communications, were cited as reasons for the decline. Raising awareness & enhanced enforcement With CRC we held 200 public education and awareness-raising sessions about reducing drink driving in communities and schools across five provinces, benefitting 24,316 people. We worked closely with traffic police officers across 12 districts of Phnom Penh to raise awareness of the new road traffic law, benefitting over 10,000 road users. We also held a good practice workshop in early December which was attended by 47 key traffic police from 25 provinces. The CRC and MOI youth volunteers supported traffic police at checkpoints. These volunteers contributed both valuable information and a “human face”

43%

According to traffic police data, road traffic crash fatalities during the Water Festival decreased 16% and injuries decreased 43%. There was also a 23% decrease in drink-driving related crashes during the Water Festival.

In 2015, we conducted 14 Train the Trainer workshops and trained 370 individuals (police, youth workers, volunteers, and key ministry officials.

to support the enforcement of the new traffic laws by police. Police officers stopped and tested 15,056 offenders, 4% of which tested positive for alcohol prior to the new law going into effect in January 2016, which established 0.5 mg/ml as the maximum blood alcohol concentration (BAC) level. Assessing the evidence Monitoring and evaluation are critical components of the project, playing key roles in identifying more effective strategies to aid our implementation of the Drink Driving Initiative going forward. We utilized national data collected from road traffic police and health departments to assess the effects of the initiative. We conducted a Knowledge, Attitude, and Practice (KAP) assessment to collect baseline data for the target provinces. Results from the survey will be available in early 2016.

Campaign messaging on display

The contribution of IARD to reducing drink driving, such as providing train-the-trainers for 25 provinces, refresher trainings for traffic police officials, supporting specialized equipment for enforcement, as well as direct coaching at the enforcement checkpoints, was crucial and aligned with the critical needs of the General Commissariat of National Police. HE Him Yan, Deputy High Commissioner of National Police


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CHINA Expanding, collaborating, educating IARD began its work in China in 2010, in the cities of Xi’an and Nanjing, and has since worked with key stakeholders to build on our shared successes and expand the program to the cities of Wuhan and Shenyang. In 2014, our focus was to implement Phase 2 of the program, continuing work from the previous year in four cities and expanding the program to nine additional cities across Jiangsu province.

In 2015, we completed Phase 2, focusing on enhanced enforcement activities, public awareness, and education in Jiangsu Province, Shenyang, and X’ian. The success of these projects was largely due to the commitment of our key stakeholders, who institutionalized the pilot through the utilization of their own financial resources: the China Center for Disease Control (CCDC), the Center for Disease Control in each province, and the Chinese Center for Health Education (CCHE). We collaborated with a total of 19 program partners including schools, universities, the police, and local industry, many of whom are keen to continue working with IARD and industry. Knowledge, Attitude, and Practice (KAP) surveys were held in five cities in Jiangsu province. We continued to conduct roadside surveys in several project cities and noted significant positive trends, particularly in Shenyeng and Xi’an, which are detailed later in this summary. We conducted follow-up surveys to assess the impacts of our interventions; these too revealed a largely positive trend. From Nanjing to Jiangsu Province Our pilot program started in Nanjing in 2010. In 2013, such was the success of the program that local government agencies decided to expand it to the entire Jiangsu province, committing to use local resources to implement the program. The partnerships we developed enabled us to implement Phase 2 in 20142015, which meant we could continue to run targeted, self-sustaining intervention strategies across the province. These strategies targeted high-risk groups, utilizing education campaigns aimed at motorcyclists and safety education workshops for drink driving offenders.

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Traffic in Xi’an

Where we worked Jiangsu Province, Shenyang, Wuhan, and Xi’an. In Jiangsu province we expanded across the cities of Changzhou, Yangzhou, Huai’an, Zhengjiang, Suzhou, Lianyungang, Nantong, Xuzhou, and Taizhou. We launched drink driving enforcement and public awareness campaigns in the city’s popular 1912 bar area, which included social media and billboards. Roadside surveys conducted by the program during Phase 1 (2010-2012) showed that after the intervention there had been a significant reduction in the rate of drink driving during random roadside checks: from 1.6% to 0.7%. Data from random breath surveys in Nanjing show that from April to November 2014 drink driving in the 1912 bar area


decreased from 2.9% to 1.6%, an indicator of the continued positive effects of the program in Nanjing. The program was eventually expanded to reach the cities of Changzhou, Yangzhou, Huai’an, Zhengjiang, Suzhou, Lianyungang, Nantong, Xuzhou, and Taizhou. The Jiangsu Center for Disease Control (CDC) and local traffic police collaborated on an extensive survey on the prevalence of drink driving throughout Jiangsu Province in 2014, and we were able to collate valuable data. The Jiangsu Department of Health gave the project financial support to commission research from the Jiangsu Institute for Health Education on the impact of the drinking and driving interventions in the province. In 2015, we built on these survey results using the data to focus on drink driving enforcement, public education, and

Shenyang Beijing

Xi’an

Jiangsu Province Wuhan

from

to

2.1% 1.2%

from

to

3.2% 1.5%

Significant reduction in drivers over the legal limit in Shenyang after the intervention from 2.1% to 1.2%. (2,068 drivers were tested)

In Xi’an, random roadside tests were conducted in Datang Buyecheng and found the proportion of the 1,488 drivers tested who were drinking and driving above the legal BAC limit was significantly lower than the previous survey, dropping from 3.2% to 1.5%.

awareness. Our team produced and distributed 70,000 brochures, 28,000 posters, 1,600,000 calendars, 25,000 stickers, 100 exhibition stands, and many other educational materials to drivers, as well as conducting education campaigns in driving schools.

knowledge about drinking and driving among those surveyed had improved; for example, after the interventions the proportion of participants who reported they had driven while intoxicated during the previous six months fell from 8.0% to 5.4%. However, there was no significant change in the relevant attitude data amongst participants. Partnering with local traffic police, we continued to conduct random roadside surveys and enforcement to gain a picture of drink driving rates and act as a deterrent. A

We continued to conduct Knowledge Attitude and Practice (KAP) surveys in collaboration with the local Jiangsu Center for Disease Control and police forces. We found that, against the baseline surveys of 2014, the relevant

from

to

8.0% 5.4%

In Jiangsu province, pre and post Knowledge Attitude and Practice surveys showed the proportion of participants who reported ever driving under the influence of alcohol during the previous 6 months reduced significantly from 8.0% to 5.4%.

total of 8,426 drivers were administered breathalyzer tests at checkpoints in the post-intervention roadside surveys. Results from these showed that the proportion of positive BAC among randomly tested drivers has declined significantly from 1.58% to 0.87%. Xi’an: new initiatives for novice drivers In 2014, a new project was launched to educate novice drivers about drink driving risks and the law. The first training workshops were held in March of that year for 130 novice drivers. The education 2015 DRINK DRIVE REPORT

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program covered BAC limits for driving and the penalties for drink-driving-related offenses. We tracked the program’s effectiveness by surveying students from 20 driving schools in Xi’an between June and December, with 1,938 students in a control group and 1,942 in an intervention group. In China, there are two codified BAC limits: drink driving (at BAC between 0.2 mg/ml and 0.79 mg/ml); and drunk driving (BAC equal to or greater than 0.8 mg/ml). Our surveys explored knowledge of both BAC limits. When surveyed before and after the program, the intervention group’s knowledge of the BAC limit for drink driving had increased from 54% to 91% and knowledge of the limit of drunk driving increased from 35% to 71%. In 2015, the results of our follow-up survey showed that after six months a higher proportion of the intervention group than of the control group, 78.8% and 65.6% respectively, estimated that the probability of being caught drink driving is “very high” or “high.” Interestingly, it is more likely for the intervention group to try and prevent a family member from drinking and driving, yet there was no significant difference on the self-reported DUI behavior between the two groups. In 2014, the Xi’an Health Institute and traffic police conducted a baseline survey in the popular Datang Buyecheng bar area. They found that, of the 1,490 drivers who were randomly selected for breathalyzer testing at a checkpoint, 3.2% had a BAC level above the legal limit. In 2015, we distributed 1,800 posters and 2,400 stickers with safe drinking and driving messages around this popular area. In addition, the information was played on 20 outdoor LCD screens around Datang Buyecheng, 8

Visitors experience the Road Safety Education Base

educational messages were relayed via the social media platform WeChat, and highly publicized enforcement activities were taking place in the district. The same random roadside tests were then conducted in Datang Buyecheng, which found that the proportion of the 1,488 drivers who were drinking and driving was significantly lower than the previous survey, dropping from 3.2% to 1.5%. This was the result the Xi’an Institute for Health Education, Xi’an TV Station, and Xi’an Bureau of Public Security were working toward. These organizations had collaborated to produce two 13-minute TV documentaries about drink driving that repeatedly aired on local TV. Shenyang: a positive trend In 2014-2015, we worked closely with our partners in Shenyang to continue the drink-driving enforcement and public education and awareness campaigns


that had taken place since the 2013 pilot intervention. Partners implemented enforcement and capacity-building efforts to target high-risk groups such as motorcyclists, drink driving recidivists, and novice drivers. In 2014, Shenyang Health Education Center, in partnership with the city traffic police, held random roadside surveys during which they stopped approximately 2,026 drivers at checkpoints and found 2.1% driving while intoxicated. In 2015, these random checks continued and found the number of individuals driving while intoxicated had dropped from 2.1% to 1.2%. These results were supported by the program’s interventions, which had included social media campaigns and enhanced enforcement operations. Wuhan: student power Working with experts, we continued our focus on educating Wuhan’s college

In Xi’an we did a program targeting novice drivers. There were 1,942 students in the intervention group and 1,938 students in the control group. The results of a follow-up survey showed that after 6 months, as compared to the control group, a higher proportion of intervention group reported they attempted to stop their family members from drinking and driving in most occasions. (P