Songkran Phakchokdee, director of the "Stop Drink Network" of the Thai Health Promotion Foundation, pointed out Thais, on average, consume 14.19 liters (3.74 gallons) of milk per year, well below the average of 60 liters (15.84 gallons) in Southeast Asia, they drink about 44 liters (11.61 gallons) per person of alcoholic beverages, the Bangkok Post reported Friday.
He said the campaign is urging families, communities and role models to reverse the trend and move away from alcohol.
His announcement came after two high-profile cases of alcohol abuse occurred in Thailand in September. Vorayuth Yoovidhya, heir to the Red Bull energy drink empire, was charged with hit-and-run drunken-driving after his Ferrari struck and killed a police officer, and singer Piya "Giftza" Pongkulapa of the girl band Girly Berry was arrested on a driving-under-the-influence charge.
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