International Migrants’ Day
To embed a responsible drinking culture amongst the foreign worker population in Singapore, APB Singapore partnered the Migrant Workers’ Centre (MWC) for an activation during International Migrants’ Day (IMD).
MWC celebrated the contributions of the foreign workers through a singing competition, of which APB Singapore was an event partner. To spread the message of responsible drinking, the slogan of “I’m a Responsible Drinker” featuring activations of Bollywood style photo booths were set up at 3 foreign worker recreation centres. Workers got to style themselves as Bollywood stars at the photo booths and were offered to pledge to drink responsibly. Drawstring bags containing the message of “I’m a Responsible Drinker” were also given away to cement our message of encouragement.
6,984 impressions were recorded at the 3 booths and 913 pledged to drink responsibly. We also conducted 293 AUDIT surveys, with 72% of the respondents in the low risk category.