Fighting Alcohol Misuse

PRIF is working towards addressing and systematically preventing underage drinking with particularly vulnerable cohorts. Also, dedicated programs are being implemented to inculcate positive attitudes and behaviors for Responsible Consumption with at-risk cohorts.

1. Steering Road Safety, Responsible Consumption and Healthcare access to Truck drivers : Truck drivers have one of the most grueling jobs which often put their own health at risk. The nature of their work, exposure to pollution and lack of nutritious food puts them at risk of contracting diseases. Taking cognizant of these challenges,  Pernod Ricard India Foundation in partnership with Ambuja Cement Foundation (ACF) launched a long-term program in September 2020 to facilitate access to quality primary healthcare- services and counselling to truck drivers at Derabassi Truck Depot, Punjab.
   
   The program is also fostering awareness and responsible behaviour change on substance abuse and road safety. Structured interventions have focused on setting up a vision care center, counselling area for those struggling with alcohol and substance abuse, organizing road safety weeks along with sensitization by the Regional Transport Department, creating peer-led support groups, capacity building of migrant groups to ensure ownership of the programme amongst other initiatives.
    
2. Enhance employability for trans-communities, while reducing alcohol dependence : The program is a targeted initiative designed to empower transpersons by equipping them with relevant skills and knowledge that can enhance their employability and economic independence. By addressing the unique challenges faced by transpersons in accessing education and employment, the program promotes inclusivity, equal opportunities, and social integration
    
3. Safeguarding children from substance abuse through rescue, rehabilitation and deaddiction interventions : Rights Fellowship Programme is a partnership between Pernod Ricard India Foundation, Ashoka University and the Delhi Commission for Protection of Child Rights (DCPCR) - a statutory watchdog body of the Government of Delhi, focusing on driving the agenda of child welfare, development and protection in the National Capital Territory of Delhi. The Fellowship is an experiential program with 10 Fellows as representatives of DCPCR within districts.

The fellows are supporting policy, legislative and governance reforms through research, planning and execution, community advocacy and evaluation. The program has deployed multiple interventions in domains such as education, child protection policy, Health and Nutrition,  children shelter homes, protection of children from substance abuse, , and rehabilitation of children from begging.