Mexico – a social movement on a mission for change

Case study

Combating alcohol misuse requires multiple partners working together on strategic projects with a common goal of bringing about societal change. In Mexico, we have developed a programme to reduce underage and binge drinking, drink driving, and ultimately to develop a culture and attitude of responsibility.

Billboard in Mexico


The programme, Actuando Mejor, seeks to make changes around the responsible consumption of alcohol and the service and sale of alcohol products in the state of Queretaro, Mexico. The programme's various initiatives have so far reached more than 15,000 people.

We've recruited NGOs, government authorities, educators, and hospitality and media companies – as well as parents, retailers, and bars – to implement measures designed to reduce drink driving and underage and excessive drinking. We aim to achieve these changes by providing expertise and resources for training, law enforcement, and advertising campaigns.

For example, we are training bartenders and service staff at bars and clubs, deploying responsible drinking ambassadors at universities through DRINKiQ sessions, encouraging designated drivers, and providing safe rides home.

We are also advocating a balanced regulatory framework to provide a solid foundation for our programmes. For example, we promote responsible marketing, enforcement of the legal purchasing age, and drink driving legislation, among other regulatory measures.

A statistical evaluation is underway to measure the results of the programme and will be available next year.