Model cities in Mexico

Case study

We want our programmes to develop a culture of responsibility in which people embrace personal accountability – and in Mexico, our Actuando Mejor (Model City) programme is helping to do just that by reducing underage drinking, binge drinking and drink driving.

Launched as a social movement in Queretaro in 2012 and in Mexico City in 2014, Actuando Mejor provides training and advocates a balanced lifestyle through a high profile media campaign, which also calls for a constructive regulatory framework. Government authorities, NGOs, media, academic institutions, retailers and parent associations have all joined the movement - helping us reach more than 16 million people.

We're seeing impressive results from the programme. Our evaluation is showing important differences in attitude among participants, including a sharp fall in people believing that alcohol consumption is necessary to get along with friends, and in the number saying that they allow friends and relatives to drive when drunk.

There has also been an important reduction in the number of people who said they drive after consuming more than three drinks, from 27% to 11% between 2012 and 2013 in Queretaro.

Like all our programmes, Actuando Mejor supports the World Health Organization's (WHO) global strategy to reduce the harmful use of alcohol.

 people listening in a classroom