Av-og-til’s latest campaign, “The Third Glass,” delivers a powerful message about how alcohol consumption affects children during the holiday season. Narrated by Norwegian singer Maria Mena, this three-part Christmas story offers perspectives from a mother, her child, and the grandmother during “Kvelden før Kvelden,” Norway’s traditional family gathering the night before Christmas Eve. With 90,000 children in Norway growing up in households where excessive drinking is present, the campaign sheds light on the emotional complexities and tensions that alcohol can introduce into festive family moments. It encourages parents to consider the impact their drinking has on their children, recommending zero, one, or a maximum of two glasses when spending time with them.

The first video presents the mother’s perspective, showing how alcohol can cloud judgment and increase tensions in an already challenging family dynamic. The second video shifts to the child’s viewpoint, emphasizing the anxiety and confusion children may feel when adults’ behavior changes due to drinking. Finally, the third part shares the grandmother’s reflections, as she struggles to balance her own hopes for a harmonious family gathering with her concerns about her daughter and grandson. Each perspective poignantly illustrates how alcohol’s presence can transform an evening intended for joy and connection into a source of stress and misunderstanding.

This campaign goes beyond storytelling to advocate for change. By highlighting real-life scenarios rooted in the experiences of countless Norwegian children, “The Third Glass” asks families to rethink their holiday habits and prioritize the emotional well-being of their youngest members. It serves as a strong reminder that children are affected by adults’ choices long before they might realize it themselves.

Find more from Av-og-til (Norway, December 2024)