The eighth edition of Tournée Minérale, a campaign initiated by VAD/De Druglijn, is launching again, challenging everyone to abstain from alcohol during February. This year, popular TV personality Cath Luyten hit the streets to discuss the impact of alcohol with passersby, probing their knowledge about alcohol-related facts. A new campaign video featuring football supporters also raises the question: Are football and alcohol inseparably linked? The findings from these street interviews and discussions with experts will be shared in the upcoming weeks through social media and the campaign’s website.

Tournée Minérale, a VAD initiative supported by the Flemish government for alcohol and other drug prevention, continues to see growing participation. The latest data from market research firm Indiville reveals that about one in five Flemish adults participated in the 2023 edition, indicating a slight increase in numbers. Tom Evenepoel, coordinator of De Druglijn, highlights the campaign’s continued relevance and its contribution to a societal trend of more conscious alcohol consumption. He notes the increasing popularity of alcohol-free choices, driven by the positive effects people experience during their alcohol-free period.

Again, the campaign’s theme this year is ‘freedom’—freedom from hangovers, social pressure to drink, and the ability to make conscious choices about alcohol consumption throughout the year. Cath Luyten’s street interviews delve into common perceptions about alcohol, including its effects on sleep, attractiveness, and enjoyment. These discussions are complemented by expert opinions from a sleep specialist, a sexologist, a general practitioner, and a psychiatrist on alcohol’s impact.

This year’s campaign focuses on the relationship between football and alcohol. In a video to be shared on Facebook and Instagram, football fans Yoan, Daniël, and Morgane discuss their views on alcohol and support for their teams. The video explores whether alcohol enhances the enjoyment of watching football, its role in changing the atmosphere and whether fans would drink less if they were not supporters.

Tom Evenepoel points out the ingrained habit of associating alcohol with sports events, contrasting it with the abstemious habits of athletes for performance reasons. This perspective underlines the goal of Tournée Minérale—to challenge and rethink these deep-seated alcohol-related traditions.

Beyond these initiatives, the campaign offers a wealth of resources on social media and its website, including tips, participant testimonials, and mocktail recipes. Participants can also sign up for a newsletter for additional support and updates.

Hilde Crevits, the Flemish Minister of Welfare, Public Health, and Family, endorses and participates in the campaign. She emphasizes the importance of such initiatives in encouraging society to reflect on alcohol consumption and increasing awareness of its consequences.

The call to action is clear: Join the challenge and enjoy an alcohol-free February. For more information, visit www.tourneeminerale.be.

Find more from Tournée Minérale (Belgium, February 2024)