Problem
Alcohol is responsible for over 100,000 deaths and costs Brazilians around R$20 billion (around ~USD$ 4 billion) every year.
Solution
Increasing the price of a can of beer by R$1.00 can save over 10,000 lives a year.
Campaign
In the fall of 2025, Vital Strategies and RESET Alcohol partner ACT launched the third phase of a campaign, “Dose of Reality,” designed to increase public acceptance of increased taxes ahead of an anticipated 2026 vote on tax rates for alcoholic products. The campaign included an influencer component to spread awareness of alcohol-related harms and alcohol taxation on social media. The campaign highlighted research showing that increasing the price of a can of beer by 1 Brazilian real (~USD$0.20) could save over 10,000 lives per year.
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Dose of Reality