Autosobriety - Pernod Ricard programme tackles drink driving

As a global initiative supported by Pernod Ricard from its inception, the programme is designed to prevent drink-driving and reflects the group’s unwavering commitment to reducing road traffic injuries and saving lives.

A key pillar of the programme is the successful implementation of the Autosobriety Training Programme to Prevent Drink-Driving. Developed by the United Nations Institute for Training and Research and supported by Pernod Ricard, the initiative employs comprehensive training and public awareness campaigns to contribute to Sustainable Development Goal (SDG) 3.6—aiming to reduce road traffic deaths and injuries by half—and aligns with the UN Global Performance Target for Road Safety Risk Factor 9. By integrating global best practices with local expertise, the approach remains both modern and effective.

Following a successful pilot in 2023, the programme expanded in 2024 with updated content in line with Vietnam’s Law of Roads and Road Traffic Order and Safety regulations. The results have been overwhelmingly positive. A total of 4,501 students participated in the training course, bringing the total number of trainees to 5,225 since its launch. All participants became aware of the dangers of driving under the influence, with 95 per cent committing to changing their behaviour. Teaching capacity was also expanded, with a total of eight trainers now operating in Vietnam.

Regional cooperation has been strengthened, with an online workshop bringing together 40 representatives from ASEAN countries, further extending the programme’s influence in Southeast Asia. The initiative also leveraged creative communication strategies, including the Dance Challenge “Don’t Drink & Drive,” which reinforced safety messages through training, events, and multi-platform media. The campaign reached 4.6 million people, bringing its total audience to 15 million after two seasons.

Looking ahead, the strong foundation built in 2024 sets the stage for regional expansion. Plans are underway for the programme’s rollout in 2025-2026 in Cambodia, Thailand, Indonesia, the Philippines, Taiwan (China), and Korea, with AA Vietnam being considered as a potential regional implementing partner. This expansion is expected to extend the benefits of safe driving practices to additional communities, ensuring safer roads throughout the region.

Beyond road safety, the programme reflects Pernod Ricard’s broader commitment to encouraging a culture of responsible drinking. As a leading global alcoholic beverage company, Pernod Ricard provides high-quality products and collaborates with international organisations to raise awareness of road safety. This initiative reinforces the message “Don't drink and drive" and stay sober when driving, underscoring the company’s corporate social responsibility in fostering a safer, more civilised, and sustainable society. The Autosobriety Training Programme is more than just a training initiative—it is a long-term effort to transform perceptions, foster accountability, and build safe driving habits for the future.

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