The document summarizes an 8th annual health promotion initiative in Torres Vedras, Portugal called "Mocktails: a fun night without alcohol" from May 16-21, 2016. The initiative is organized by Dianova, a nonprofit, to raise awareness of the risks of substance abuse among youth aged 15-25 through community engagement and partnerships with schools, bars, media outlets and more. Over the initiative's 8 years, it has engaged nearly 35,000 people through mocktail vouchers, school presentations, and social media campaigns to promote responsible choices around alcohol.

1. IMPACT 2016 | 16-21 May| Torres Vedras
8th edition of the Health Promotion Initiative
“Mocktails: a fun night without alcohol”
#mocktails2016

2. PRINCIPLES OF HEALTH PROMOTION
Ottawa Charter (WHO 1986)
Process of enabling individuals and communities to increase control over their health
reinforcing responsibility and the people’s right to health.
Focus on programmes and actions oriented to makings changes in behaviours and risky
lifestyles: reckless driving, substances abuse,…
STRATEGIES:
• Advocate
• Enable: access to information, life skills and opportunities for making healthy choices
• Mediate: coordinated action by governments, by health and other social and economic
sectors, by nongovernmental and voluntary organization, by local authorities, by
industry and by the media.
“Health is a basic human right and is essential for social and economic development. […] It is a
process of enabling people to increase control over, and to improve. their health.”
in Jakarta Declaration, 1997

3. MARIJUANA USE AND PERCEIVED RISK AMONG 12th GRADERS, 1975 TO 2009
50%
Past Year Use
40%
30%
Perceived Risk
20%
10%
’75 ’80 ’85 ’90 ’95 ’00 ’05
Source: The Monitoring the Future study, the University of Michigan
Benchmark | Deeper Social Perception on Risk
Diminishes Drug Abuse
SOURCE Kevin A. Sabet Presentation – Russia May 2013

4. Torres Vedras
24.600 inhabitants
40kms from
Lisbon
The Community Problem
16 year olds
29% were drunk in
the previous year
22% engaged in binge
drinking in the
previous month
14% were drunk in
the previous month
(ESPAD, 2011)
18-24 year olds
13,7% school dropout
(INE-PORDATA, 2015)
Juvenile Delinquency
2.117 reports in 2015
(Internal Security
System, 2015)
Rising in cannabis
and alcohol abuse
in the municipality
Rising in road
accidents and
domestic violence
Lack of prevention
plans in school
environment

5. Mocktails Initiative 2009-2016
WHAT IS IT?
Health promotion initiative of community engagement based on a mediation strategy
fostered by Dianova in partnership with 40 national, regional, and local entities.
FOR WHAT? FOR WHOM?
Increase awareness among youngsters and young adults (15-25 years old) for the
problematic use of alcohol and drugs and its consequences such as school dropouts,
anxiety/depression, and road accidents.
DYNAMICS
Engage institutional partners, sponsors, media, educational communities and young adults
in a socially responsible initiative.
WHERE?
Torres Vedras, May, 2009-2016
WHEN?
May, since 2009 to 2016 and beyond

6. Mocktails 2009-2016
The philosophy behind this health promotion
action is to increase awareness without moral
prejudice and building relationships based on
proximity and cooperation.

7. Mocktails 2016
“In 2014 were reported […] 88 situations of child/youngster behaviour affecting their own wellbeing by the
use of alcohol, and 123 situations of exposure to behaviour compromising the child’s wellbeing and
development relating to consumption of alcoholic drinks” (SICAD, 2015)
The Prevention Team of Dianova Portugal goes to schools of Torres Vedras to raise
awareness among students for a responsible consumption of alcohol, warning for
the negative consequences of its abuse.

8. Mocktails 2016
“In 2014 were reported 20752 crimes of driving under the influence of alcohol (TAS ≥ 1,2g/l), representing
52% of the total crimes against society and 6% of the total reported crime in 2014 (SICAD, 2015)
The Health Ambassadors from Dianova Portugal approach the locals prompting a
civically responsible attitude towards alcohol consumption, aiming to diminish risky
behaviour.
0,0% Citizen Award
60 Tickets for a show at Cine-Teatro Torres Vedras + Red Bull

9. 40 Mocktails Partners
16
INSTITUTIONAL,
SPONSORS, AND
MEDIA
8
SCHOOLS
4
RESTAURANTS
12
BARS and
CLUBS

10. 2 MEDIA PARTNERS
ORGANISATION 4 INSTITUTIONAL PARTNERS
40 Mocktails Partners

11. 40 Mocktails Partners
8 SCHOOLS

12. 40 Mocktails Partners
10 SPONSORS
*A APCV is the sponsor of this initiative. UNICER and Sociedade Central Cervejas e Bebidas are responsible for drinks’ distribution and delivery.
*

13. 40 Mocktails Partners
16 LOGISTICS PARTNERS

14. The Health Ambassadors
102
Night spots’ employees
22
Volunteers
4 PSP officers| 16 GNR officers
2 PC TVD representatives | 2
Wing Girls Red Bull

15. Promotional Materials
Flyers | Posters | Vouchers | T-shirts | Banners | Headers

16. Promotional Engagement Materials
Facebook Frame

17. Promotional Sponsors Engagement Materials
Photo Booth

18. Media Spread
Partners

19. Media Spread
Websites

20. Media Spread
Newspapers

21. Social Media Spread
Facebook

22. Social Media Spread
LinkedIn

23. Social Media Spread
Twitter

24. Direct Impact 2016
2.278
Delivered vouchers
for a non-alcoholic
drink
1.160
Students in
8 Schools
4 PSP officers| 16
GNR officers | 2
Protecção Civil TVD
representatives
22 volunteers with
an open smile and a
lot of energy
40 Partners* e
102
Nightspots’
employees
60 People affected
by road safety
operations of
PSP/GNR
60
0,0% Citizen Awards
1 (2) Wing Girls Red
Bull Team
3.686 PEOPLE
*1 person per partner as minimum indicator

25. Global Outreach
2009-2016
19.252
Delivered vouchers
for a non-alcoholic
drink
7.645
Students in
9 Schools
185 PSP, GNR and
Protecção Civil TVD
officers
305 volunteers with
an open smile and a
lot of energy
272 Partners* e
681
Nightspots’
employees
588 People affected
by road safety
operations of
PSP/GNR +
220
0,0% Citizen Awards
7 (18)
Wing Girls Red Bul
Team
5.553
Viewers at concerts
and other events
associated with this
action
34.659 PEOPLE
*Considerámos 1 Pessoa por Parceiro como indicador mínimo

26. Positive Behaviour Change through Education and Health Promotion
↓
An effective way for individuals and peers to learn how to behave in order to
foster, maintain and/or regain health by informing, educating, and mobilising the
public opinion and engaging the community!
Join us to Inspire Change
Be a Partner or Amabssador in this action 
EMBRACE
CHANGE
LEARN FROM
MISTAKES
HAVE FUN WITHOUT
TAKING RISKS

27. 3 Continents| 11 Countries
Network Dianova | Public Affairs Hub
Internationally Recognised Commitment
MISSION: to develop actions and programmes to foster Personal Autonomy and Social
Development

28. Dianova Portugal is publicly recognised as Private Social Solidarity
Institution, a Public Utility Association and a Non-Governmental
Organisation for Development
Education and
Health
Promotion
Addiction
Treatment
Socio-
professional
reinsertion
Psychosocial
support
Training
& Qualification
(Hard | Soft
Skills)
Agent of
Organisational
& Social
Innovation
Promoter of
Culture,
Cooperation
and
Competition
Agent of Social
and Solidary
Economy
Promoter of
Social
Transformation

29. AFFILIATIONS
PROTOCOLS

30. Certifications| Accreditations Dianova
ISO 9001:2008
Quality Management System at the Therapeutic
Community (1st in Portugal)
EFR
Family Responsible Entity – Social Economy (1st in
Portugal)
CCPFC
Accredited Training Entity (CFD)
CCPFC – ME since 2012

31. Dianova | Areas of Intervention
Professional Reintegration|
Flowers and Plant Nursery
Headquarters
Dianova Portugal
Social Reintegration | Social
Reinsertion Apartment
Tretament| Therapeutic
Community of Quinta das Lapas
Training and Project
Management
Psychosocial Support

32. Dianova
Team

33. •Innovative?
•Good
governance?
•Social value?
•Good place to
work?
•Creative
team?
•Quality?
•Effectiveness?
•Partnerships?
•Good
Corporate
Citizen?
•Social
Development? Community
Leaders
Analysts
Investors and
Sponsors
General Public
Academia
Media
Market
Prescribers
Health
professionals,
Education, Social
Potential clients
Families
Opinion leaders
Competition
Government
Legislators
Regulators
Politicians
Central and Local
Administration
Project Analysts
International
Agencies
Organisation
Board
Staff
Volunteers
Suppliers
Partners
Clients
Shareholders
Reliable? Commitment?
Culture of Cooperation with multiple stakeholders based
on strong Social Capital, Strategic Partnerships and
Community Networks

34. Quinta das Lapas, 2565-517 Monte Redondo Torres Vedras Telf.: +351 261 324 900 E-mail: rui.martins@dianova.pt|
Website: www.dianova.pt
www.youtube.com/user/dianovaportugal
www.flickr.com/photos/dianovaportugal
www.slideshare.net/dianova
www.twitter.com/dianovaportugal
www.facebook.com/dianovaportugal
www.linkedin.com/company/dianova-portugal
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