The World Health Organization (WHO) Europe has launched a new campaign titled “Redefine Alcohol,” running from October 2 to November 30, 2024. This initiative calls on individuals and communities across Europe to rethink their relationship with alcohol, explore the health risks associated with its consumption, and consider the benefits of reducing or eliminating alcohol use. Informed by the latest research and involving people with lived experiences, as well as youth perspectives, the campaign challenges common narratives that frame alcohol as essential for socializing and celebration. It encourages reflection on the profound health, social, and economic consequences that often remain hidden behind alcohol consumption.

The campaign highlights the unrecognized fact that alcohol contributes to over 200 diseases and injuries, including an increased risk of at least seven types of cancer. In fact, many are unaware that even small amounts of alcohol can increase cancer risks. The WHO initiative aims to create a supportive environment for healthier choices, emphasizing the role of policymakers, regulations, and community action in shaping a future where alcohol plays a less central role in society. By promoting reduced consumption, WHO Europe hopes to foster greater well-being, stronger social connections, and a safer, happier Europe.

As part of the “Redefine Alcohol” campaign, WHO Europe has provided a variety of materials to support the initiative and help spread the message. These include infographics, social media assets, fact sheets, and video content, all designed to raise awareness of the health risks of alcohol and promote the benefits of reducing consumption. Everyone is encouraged to share these materials widely to help create a broader conversation about the role of alcohol in our societies. You can access and download the campaign resources here: https://who.canto.global/v/KU8P7MNQ3M/folder/RRSK5?viewIndex=0. By sharing these materials, individuals and organizations can contribute to creating a healthier and safer Europe.

Find more from WHO Europe (Europe, October 2024)