A recent report by Kræftens Bekæmpelse (Danish Cancer Society) and TrygFonden highlights how Denmark’s youth alcohol culture can be exclusionary and damaging to social interactions. Half of young people aged 15-25 have declined attending social events because they did not want to drink alcohol, and four in ten say it’s difficult to feel included in gatherings where drinking is the norm if they choose not to participate. This indicates that alcohol can undermine the sense of community, prompting a need to create more inclusive environments where everyone feels welcome, regardless of whether they drink.

The pressure to consume alcohol is another concerning issue, with six out of ten young people reporting that they have felt pressured by friends to drink more than they were comfortable with. Additionally, 67% of those surveyed said they have seen a friend drink to the point of ruining the event for others, often because they had to take care of that friend. The consequences of excessive drinking can go beyond just spoiling the party—serious accidents and even deaths among young people are linked to alcohol consumption, with one young person dying every month in Denmark as a result.

In response, Kræftens Bekæmpelse and TrygFonden have launched a new campaign under their “Fuld af liv” initiative, encouraging young people aged 18-24 to drink less and experience more. The campaign uses humor to show how drinking too much can lead to unwanted situations, with the key message being not to spoil the fun for yourself or others by overindulging. The goal is to shift the culture toward more responsible drinking habits, ensuring that social gatherings remain enjoyable for all.

Find more from TrygFonden (Denmark, August 2024)