Summer in Norway brings endless days filled with ice cream, water fights, and camping in the backyard. It’s also a time when many parents relax with a cold beer or a glass of wine. But when alcohol use goes beyond moderation, those cherished summer moments with children can lose their magic. That’s why Av-og-til’s campaign, “Pappa på sitt beste,” encourages parents—especially fathers—to stick to zero, one, or at most two drinks when spending time with their kids.

The campaign is built on research showing that men both drink more often and consume more alcohol at a time than women. A recent survey by Av-og-til and Ipsos found that more fathers than mothers have been tipsy in front of their children, and twice as many fathers think it’s acceptable to drink more than two units of alcohol around kids. Yet, children themselves are clear—they prefer when adults drink no more than two glasses in their presence.

This year, Av-og-til has chosen to focus the campaign directly on dads, challenging the stereotypes often seen in ads and TV shows that link masculinity with heavy drinking. Instead of reinforcing these old ideas, the campaign highlights positive male role models who show that real strength means being present, playful, and reliable for your children. It’s a deliberate choice to shift the conversation away from what’s “lost” by not drinking, and toward what’s gained—closer connections and lasting memories.

Av-og-til’s simple advice to parents is this: keep it to a maximum of two drinks when you’re with your children. By doing so, you’ll likely find yourself more engaged, more patient, and better able to create meaningful memories. Sometimes, enjoying a little and stopping there is the best way to be the parent your kids will remember fondly.

Find more from Av-og-til (Norway, June 2025)