Global city pilots
Our first Global Smart Drinking Goal is to reduce the harmful use of alcohol by 10% in six pilot cities. We have worked with experts to examine a combination of factors to determine where we could best make an impact. These include locations where we have a strong presence, evidence suggests progress to address harmful alcohol use in the city is lagging, there is local political will to implement the necessary programs and there are local organizations with relevant technical expertise. These criteria led us to select: Leuven, Belgium; Santa Cruz, Bolivia; Brasília, Brazil; Jiangshan, China; Zacatecas, Mexico, and Columbus, Ohio, USA.
In an effort to ensure we are able to effectively measure our progress and report on our impact, in 2016 we began independent baseline studies for each of the cities, where we measured current alcohol use and attitudes towards drinking. Together with the studies, we have brought together research universities, hospitals, public health officials and city governments in public-private partnerships that will help find, test and measure policy interventions to reduce the harmful consumption of alcohol.
Building on the experience of our Zacatecas, Mexico pilot city launch in 2015, we kicked off our public private partnership in four additional cities in 2016: Jiangshan, Columbus, Brasília and Leuven. In Columbus, we are working with Ohio State University, Columbus Public Health and neighborhood groups. The first phase of the work has been to launch a survey to examine local drinking habits.
We partnered with the government of Brasília in Brazil to launch Brasília Vida Segura or “Brasília Safe Life.” The program, which focuses on road safety as well as improving citizens’ quality of life and health, kicked off with a meeting in September that brought together more than 300 stakeholders.
In partnership with the City of Leuven, the University of Leuven and the academic hospital UZ Leuven, we launched our program to reduce drunk driving, underage and binge drinking. As part of our launch, we engaged a local celebrity to showcase “Safety Spin”, a machine that simulated the experience of driving drunk by spinning the user in an effort to make them dizzy. The simulation machine was placed in a busy parking garage, where it proved to many that while they felt they might be able to drive after drinking, they were unable to do so safely.
Building on the learnings identified in the pilot cities, we will identify best practices and develop targeted implementation plans to roll out across all of our markets by 2025.