In a significant initiative to promote a healthier lifestyle, the Province of South Tyrol (Italy) has launched the 17th edition of its alcohol prevention campaign, featuring the “CO,OL – Dry January Challenge.” Under the hashtag #coolchallenge, this campaign invites individuals to experience the benefits of an alcohol-free life by abstaining from alcohol for the entire month of January. The initiative is a collaborative effort supported by the Province’s Department of Health and the South Tyrolean Health Authority and implemented by Forum Prevention.

The campaign was officially inaugurated at a press conference in Bolzano on Monday, 8th January. Key figures in attendance included Günther Burger, the Director of the Health Department of the Province; Josef Widmann, the Medical Director of the South Tyrolean Health Authority; Bettina Meraner, the executive head of the Bozen Addiction Disorders Service; Peter Koler, the Director of Forum Prevention; and Stephanie Dissertori representing HGV.

Günther Burger articulated the societal significance of alcohol prevention, emphasizing the necessity to promote low-risk drinking patterns and alcohol-free alternatives. He affirmed the province’s commitment to continue these prevention efforts in collaboration with various partners.

The “CO,OL – Dry January Challenge” is more than a temporary abstention; it’s an opportunity for participants to join a global movement, reap health benefits, and reflect on their drinking habits. The campaign highlights the numerous advantages of a month without alcohol, such as improved sleep, financial savings, and overall well-being. Peter Koler noted the growing popularity of such initiatives, especially after the indulgent holiday season.

Addressing the issue of problematic alcohol consumption in South Tyrol, Bettina Meraner underscored the importance of ongoing dialogue on this topic. Josef Widmann stressed the need for a shift in societal attitudes towards alcohol consumption, advocating for awareness and long-term planning to prevent harmful drinking patterns.

The campaign targets a broad audience, from occasional drinkers to regular consumers, but is not recommended for individuals struggling with alcohol dependency.

To ensure widespread reach, the campaign employs a multifaceted communication strategy. This includes a dedicated landing page, radio advertisements, print ads, social media campaigns, posters in railway stations, engagement with influencers, podcasts, and banners across various institutional locations. This comprehensive approach aims to foster a community-wide reevaluation of alcohol consumption habits and encourage a healthier, more conscious lifestyle.

Visit https://www.coolcomma0.com/ to learn more. (Italy, January 2024)