BE A RILEY – THE SOBER FRIEND AT THE PARTY

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“The Power of No” is a public awareness campaign targeting young adults across Southeast Asia. This initiative aims to save vulnerable lives, change the culture around drink-driving, and normalize responsible drinking habits for youth of legal drinking age, 18-30 years old.

 

Led by the FIA member club Automobile Association Vietnam in partnership with the Asia Pacific International Spirits and Wines Alliance (APISWA), the campaign is also supported by an international network of partners representing over 20 government, NGO, private, and community organizations. It is conducted on Facebook in local languages, complete with a video and informative website.

 

The phase 3 campaign has launched “Riley” - the official mascot, who embodies the campaign’s core values and is a relatable figure for young adults. Riley forms strong bonds with a diverse group of friends and educates people about road safety. He/She is the HERO of the party, who chooses to stay sober and look out for his/her friends. He/She is a caring friend that any "Party Gang" needs.

 

Riley's mission is to promote responsible behavior by always saying No to drink-driving. Riley helps everyone become more responsible with themselves and others while drinking. With a fun and lovable personality, Riley connects with audiences and encourages them to make safer choices regarding alcohol and driving. With a clear message – making responsible choices and abstaining from drink driving can save lives – Riley emphasizes the importance of planning ahead, using designated drivers, and understanding the potential consequences of drink-driving.

 

Riley maintains an active presence on social media platforms, sharing informative and engaging content related to road safety. With eye-catching visuals, informative videos, and interactive posts, Riley captures the audience’s attention. Since its launch in October 2023, the mascot has reached nearly 3,000,000 people through likes/shares/comments on the countries’ Facebook pages.

 

There are plenty of opportunities for a drink, but getting home safe is not an opportunity to miss out on. Everybody can be Riley, and so can YOU!