The new season of the Slovenian initiative “Heroji furajo v pižamah,” aimed at reducing drunk driving, sheds light on the deeply entrenched tradition of alcohol in Slovenian culture. A study of 400 randomly selected popular Slovenian songs found that 27.25% of them mention alcohol, normalizing its consumption. This alarming statistic highlights a societal issue where nearly every third Slovenian song contributes to a culture of acceptance around alcohol consumption, even influencing behaviours such as drunk driving. This initiative, conducted by the VOZIM Institute in collaboration with Generali Insurance and the Luna TBWA agency, is now entering its seventh season.
Slovenia ranks high in the EU for alcohol use and alcohol-related deaths, with 890 deaths annually attributed to alcohol and over 1500 accidents yearly involving alcohol. This year, the initiative focuses on alcohol’s presence in Slovenian culture, especially music. Among the 400 songs analyzed, 109 contain alcohol-related content.
Experts from various fields, including culture, music, health, and law enforcement, contributed to a professional discussion at the Rog Center. They emphasized alcohol’s pervasiveness in Slovenian culture, from celebrations to daily life, and its link to social acceptance and difficulty in communication without it. The campaign’s creative aspect, led by Medeja Kraševec Žnidarec of Luna TBWA, features Lado Bizovičar and aims to provoke thought about alcohol’s role in society.
The campaign builds on the cultural and folkloric foundations of Slovenian society. It addresses the normalization of alcohol in society and its impact on public health and road safety. The Ministry of Health supports the project, noting the rising trend of risky drinking among young women and the early exposure of children to alcohol.
The initiative also reflects the broader societal issue of drunk driving. David Razboršek of VOZIM Institute criticizes the lack of a comprehensive alcohol policy in Slovenia and suggests measures such as controlling alcohol prices, advertising, and early detection of risky drinkers. The campaign aims to raise awareness among various societal groups, particularly the youth, to create a culture of responsible drinking and driving.
Since its inception in 2017, the internationally awarded “Heroji furajo v pižamah” initiative has involved municipalities across Slovenia, focusing on rural areas where alcohol accessibility is higher and drunk driving more likely. The comprehensive model includes workshops, lectures, and activities targeting youth, parents, and professionals to address the widespread issue of alcohol in society and its consequences.
Visit https://heroji.si/ to learn more (Slovenia, December 2023)
Alcohol Awareness 