This year we studied the efficacy of our 'Drink Right' programme in Jamaica.
Alongside a range of partnership and public policy initiatives, Drink Right reaches consumers with responsible drinking messages through Facebook, YouTube, Instagram and other social media, as well as television, radio and print. The campaign aims to promote a culture of drinking the right way - and as part of that, it also provides training to retailers and promotes the 'We ID' programme to deter underage drinking.
It is a campaign that aims to engage people on issues that matter - our aim is to have one million people sign up to the Drink Right pledge, and we're working with parents, teachers and universities to reduce underage drinking and ensure young people are educated about alcohol.
Our study showed areas of progress - and areas for improvement. In our sample, 72% said they were aware of the campaign, of whom 47% said they believed their drinking behavior had improved as a result. Insights like these help us strengthen and focus our efforts towards our ultimate goal - reducing alcohol-related harm. You can read the study report here.