As the holiday season approaches, Luxembourg’s Ministry of Health and Social Security has launched an ambitious campaign titled “Zero alcohol. 100% yourself.” Inspired by the World Health Organization’s (WHO) call to rethink alcohol’s role in society, this initiative encourages citizens to reflect on their personal and societal relationship with alcohol. The WHO highlights that in the European region, one in eleven deaths is linked to alcohol consumption, and less than 50% of the population is aware that alcohol can cause cancer. These alarming statistics underline the need for action.

The campaign challenges the social norms that promote alcohol consumption, raising awareness about health risks, including alcohol-related cancers, and its social impacts. By choosing not to drink, individuals can adopt healthier lifestyles and foster a culture where personal choices are respected. A key focus of the initiative is rethinking daily habits and festive traditions to promote a healthier, more inclusive approach to celebrations.

The statistics in Luxembourg illustrate the scope of the challenge: the country ranks third in Europe for excessive alcohol consumption, with one-third of residents reporting binge drinking at least once a month. Among young people, nearly half of those aged 11 to 18 have already consumed alcohol. These figures highlight the urgency of addressing alcohol normalization and raising awareness across all generations.

“Zero alcohol. 100% yourself” takes an innovative approach, with targeted actions, particularly among young people during the festive season. Through videos and visuals distributed in cinemas, online, and on social media, the campaign fosters an open dialogue about the choice to abstain from alcohol. By promoting respect for individual decisions and emphasizing healthier alternatives, it paves the way for a society where abstinence is recognized as a positive and inclusive norm.

Find more from Ministère de la Santé et de la Sécurité sociale (Luxembourg, December 2024)