RESET Alcohol Initiative Case Study: Media Campaign Resonates with the Public in Mexico

A media campaign calling attention to the link between alcohol and violence, with a focus on families, touched a nerve across Mexico when it ran nationally on social media and on buses in Mexico City during the second half of 2024.

Created by Mexican RESET Alcohol partner, El Poder del Consumidor, the campaign was part of an ongoing effort to encourage government action on alcohol policies that support a healthier, safer Mexico. The RESET Alcohol Initiative, led by Vital Strategies, provided technical and financial support.

The campaign, which ran in three stages from August through December, reached more than 33 million people, including almost 1 million social views in one week— an unprecedented number for a campaign run by El Poder del Consumidor.

The campaign combined compelling storytelling and imagery with pre-tested, evidence-based messaging and robust research data. It seemed to speak deeply to the Mexican public and was shared widely throughout the country on social media channels.

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