Grounded in one of the main goals of the 2020 EU Health Strategy "Together for Health" "promote health, prevent disease and encourage support for healthy lifestyles environments," the best practice on prevention and health promotion "MOCKTAILS: memories of a funny evening" is part of a health promotion approach as a precondition for improving the quality of life of individuals through an intelligent collaborative investment in the health of youngster, young and the whole community of the city of Torres Vedras, located at 40km west of Lisbon. Created by Dianova Portugal in partnership with Municipality of Torres Vedras and in collaboration with 42 partners "MOCKTAILS: memories fun one night" is being held since 2009 on an yearly basis within school and community environments during a week time in May, by focusing on a face-to-face, this strategy of proximity among young students and community environment helps them to "defend themselves" from peer pressure and to be more responsible in leisure times without "risking" the day after. Our main goal with this collaborative strategy (including the National Agency on Drugs, Police forces, Regional Authorities, Schools, Media, Night Life Owners – Bars, Pubs and Discos -, Sponsors and Media), is to keep pushing forward and broaden up this unique and innovative activity in our country in the area of prevention of risk behaviors associated with alcohol abuse. The Municipality of Torres Vedras has become a benchmark example that other cities have shown interest in following and mobilizing an array of concerned stakeholders that are interested in this collaborative joint-action to promote healthy life styles and generate positive impact. In these past 7 years (2009-2015) we have reached directly 30.973 youngsters, young adults and adults.

1. IMPACT 2015 | 18th-23rd May| Torres Vedras
Best Practice Health Promotion & Prevention Initiative
“Mocktails: memories of a funny evening”

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
ESPAD’11
Drug use 17- 18 years
old
8% other drugs
16% cannabis
52% alcohol
School dropouts
18-24 years old
20,8% (against 13%
EU) Eurostat’12
Rising in delinquency
12,9%
&
Teenage pregnacy
9% (#1 EU)
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 2009-2015
WHAT IS IT?
Health promotion initiative of community engagement based on a mediation strategy
fostered by Dianova in partnership with 42 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, accidents.
METHODOLOGY
Intervention in the community – reaching the whole city of Torres Vedras
Direct intervention (students, drivers, clients and clubbers in night life clubs, bars, discos)
Integrated intervention (42 partners – schools, bars and night clubs, Public Security agents,
alcohol and non beverage companies, public entities, national agency, regional authorities)
DYNAMICS
Engage institutional partners, sponsors, media, educational communities and young adults
in a socially responsible initiative.
WHERE?
Torres Vedras, May, 2009-2015

6. Mocktails 2015
The philosophy behind this health promotion
action is to increase awareness without moral
prejudice and building relationships based on
proximity and cooperation.

7. School environment
Live to Learn – Grow – Accomplish
• Schools represent one the most important social and educational contexts in
societies .
• The opportunity to raise awareness among youngsters, in the school environment,
and in collaboration with peers and professionals, is one of the axis that assures
this project’s sustainability.
• The project’s technical team goes to high schools in the municipality to promote
the project and its actions, but also to inform on the risks of alcohol abuse by
youngsters. This is part of the National School Health Programme that targets
lifestyles as a primary intervention area (European Network).
.

8. School environment
Live to Learn – Grow – Accomplish
• “Lifestyles are a set of response habits and
behaviours to daily life situations, learned
through socialisation processes and constantly
reinterpreted and tested through the course of
life.” – Law | Despacho Lei nº1916/2004
• With an attitude of active and motivational
listening, youngsters are invited to participate in
this project having access to a voucher for a free
drink at one of the partners establishments.
• The tone for a different night is set…

9. • “In the time frame of analysis – the year before and the year after the legislation
under study – there is a tendency among the respondents and interviewed
youngsters to maintain the frequency of consumption, including spirit drinks
among the under 18 years old”, according to a SICAD analysis.
• “Generally, the tendency is to maintain the frequency of alcoholic drinks
consumption and of all consumptions”, refers the same study.
• From 1st of July 2015, the law only allows sales and consumption of alcohol to
individuals over 18 years old. This law seeks to fight against early alcohol
consumption, a reality ever more common among Portuguese youngsters.
• This isn’t the first time the Portuguese government changes laws in this matter.
In 2013 the minimum age for spirit drinks consumption changed from 16 to 18
years old, while other beverages (wine and beer) maintained the 16 years old
minimum.
COMMUNITY ENVIRONMENT
Nightlife Clubs, Bars and Discos

10. Despite the implementation of measures, and contrary to expectations, attitudes of
alcohol abuse did not decrease. On the contrary. According to the decree “risky
behaviour and excessive consumption” continued and “it were specially the 16 year
old who reported increased easy access to alcoholic drinks, regardless of its alcohol
content”.
Government then urges to the need for “better underage children protection
measures when it comes to access to alcohol beverages”. It explains that these
measures seek to progressively diminish alcohol consumption among teenagers,
counteracting an entrenched drinking culture in Portugal.
COMMUNITY ENVIRONMENT
Nightlife Clubs, Bars and Discos

11. Mocktails 2015
The use of drugs and alcohol “is the main cause of road accidents in Portugal followed by excessive
speeding” | 2.234 drivers between 15-19 years old involved in road accidents
22
PSP & GNR officers + Red Bull Wing Girls raise awareness for responsible civic
attitudes diminishing risky behaviour
40
0% Alcohol Citizen Award = 40 Cans of Red Bull + 20 Tickets for the show at Cine-
Teatro Torres Vedras

12. 42 National and Regional Partners
18
INSTITUTIONAL,
SPONSORS, AND
MEDIA
7
SCHOOLS
5
RESTAURANTS
12
CLUBS
AND
BARS

13. 42 National and Regional Partners
3 MEDIA PARTNERS
ORGANISATION
4 INSTITUTIONAL PARTNERS

14. 42 National and Regional Partners
7 SCHOOLS

15. 42 National and Regional Partners
10 SPONSORS

16. 42 National and Regional Partners
17 LOGISTICS PARTNERS

17. Volunteer Ambassadors
101
Night spots’ employees
42
Health ambassadors
24
PSP, GNR, PC TVD officers
Red Bull Wing Girls

18. Publicity material
Flyers | Posters | Vouchers | T-shirts | Banners | Headers

19. Publicity material
Facebook Frame

20. Publicity material
Photo Booth

21. Comedy & Music Show – 5th Edition

22. Media Spread
Newspapers
Websites

23. Media Spread
Sponsors

24. Media Spread
Radio

25. Social Media
Spread
Twitter
Facebook
LinkedIn
Websites

26. Direct Impact 2015
2.500
People drank
Mocktails
1.285
Students in
7 schools
24 PSP | GNR &
Protecção Civil TVD
officers
8 Patrol vehicles
42 volunteers with
an open smile and a
lot of energy
42 Partners*
&
101
Nightspots’
employees
40 People affected
by road safety
operations of
PSP/GNR + 1 (2) Red
Bull Wing Girls Team
40
0% Alcohol Citizen
Awards (Red Bull
cans)
2.000
Viewers at the 5th
Edition of the
Comedy & Music
Show
6.035 PEOPLE
*1 person per partner as minimum indicator

27. Direct Impact 2009-2015
16.974
People drank
Mocktails
6.485
Students in
9 schools
163 PSP | GNR &
Protecção Civil TVD
officers
283 volunteers with
an open smile and a
lot of energy
232 Partners* &
579
Nightspots’
employees
528 People affected
by road safety
operations of
PSP/GNR +
6 (16) Red Bull Wing
Girls Teams
160
0% Alcohol Citizen
Awards (Red Bull
cans)
5.553
Viewers at concerts
and other events
associated with this
action
30.973 PEOPLE
*1 person per partner as minimum indicator

28. 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 in this action 
EMBRACE
CHANGE
LEARN FROM
MISTAKES
HAVE FUN WITHOUT
TAKING RISKS

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

30. Dianova 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

31. AFFILIATIONS
PROTOCOLS

32. 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)
DGERT | CCPFC
Accredited Training Entity (CFD)
DGERT – MTSS | CCPFC – ME

33. Nursery Flowers Socio-
professional Reintegration
Headquarters
Dianova Portugal
Therapeutic Community
Quinta Lapas
Dianova Training Centre
Social Reintegration
Apartment
Psychosocial Support
Centre – Lisbon
Dianova | Areas Units of Intervention
(Lisbon | Torres Vedras)

34. Dianova
Team

35. TALENT
RETENTION
AGE
Average: 44,3
QUALIFICATIONS
30% University
70% 1st – 9th grade
SEX
47% Women
53% Man
AREAS
78% Programmes
22% Management
30 WORKERS
90% Direct
contracts
10% Indirect
Data from March 2015

36. •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

37. Quinta das Lapas, 2565-517 Monte Redondo Torres Vedras Telf.: +351 261 324 900 Fax.: +351 261 312 322
E-mail: rui.martins@dianova.pt| Website: www.dianova.pt
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