Good practice principles low rik drinking EU RARHA

The percentages vary depending on the theme, the target group and the amount of money spent on
advertising. The campaign can be considered a success in that many say they intend to change drinking
habits. Whether this happens or not, it indicates the message has had an influence on the norm system.
Conclusions
The dual strategy to support action by municipalities and to carry out yearly campaigns has proved
effective in mobilizing professionals and engaging lay people in discussion on alcohol related harms and
ways to tackle them. Important for spurring action by municipalities or other sub-national bodies is to
provide clear recommendations on how to build up structures for alcohol health promotion and for the
management of alcohol use disorders in the health, social and education sectors.
The keys to an effective alcohol campaign strategy is a long-term approach and cooperation with
the local level. Regularity contributes to good working relationships with the media which are essential
for amplifying campaign messages. Developing and implementing campaigns in cooperation with local
actors ensures that the public information effort supports concrete health promotion activities.
The combination of control policy, of mobilizing a range of professionals to work with children in
alcohol-affected families, to provide early counselling and treatment, and to implement the
recommendations of the alcohol package, and of national norm-setting campaigns spotlight alcohol
consumption and related harms in a way that supports change. Laws and regulation are strong signals
from society, and information campaigns motivate people to reconsider drinking habits and increase
understanding of the rationale for regulation.
References
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Hibell B et al. (1997) The 1995 ESPAD Report: Alcohol and Other Drug Use Among Students in 26 European
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Danish Health and Medicines Authority (2014) Health promotion packages: introduction and recommendations.
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