APISWA: Shaping Cambodia's Alcohol Policy Through Data and Advocacy

As governments prepared for the UN High-Level Meeting on Non-Communicable Diseases, Cambodia's alcohol policy conversation risked being framed around abstinence, with terms such as no safe level gaining ground. APISWA, the Asia Pacific International Spirits and Wines Alliance, wanted the national narrative to focus instead on reducing the harmful use of alcohol.

To influence that framing, the alliance had to be seen as a legitimate, evidence-led stakeholder by government, media and the public, rather than as an industry voice defending its interests.

Ruder Finn Era built a communication strategy that worked from government to grassroots, on the principle that credibility had to be earned with data before it could be spent in advocacy.

The programme launched a white paper and publicised a national evidence-based study on harmful alcohol use, giving policymakers and journalists a factual reference point. A multistakeholder policy dialogue brought government, public health and industry into the same room, while opinion pieces, tier-one media interviews and partnerships with credible influencers carried the responsible drinking message to wider audiences.

Each element reinforced APISWA's role in shaping balanced, data-driven alcohol policy in Cambodia and strengthened its relationships with government and public health stakeholders ahead of the UN meeting.