Estonian Tobacco and Alcohol Control Coalition is launching a new social-media initiative called “Mis ei sobi ritta?” [“What does not belong in the line-up?”]. The campaign pushes back against the long-held idea that a bottle fits every occasion, from a baby shower to a funeral. By challenging that reflex, the organisers hope to loosen the grip of marketing myths that have paired alcohol with sport, culture and everyday celebrations for decades.

Each post shows a tidy set of items that clearly belong together, then slips an alcohol bottle or glass into the frame. Under the single question “What does not belong in the line-up?” viewers are invited to decide for themselves. If a bottle looks out of place next to a seat-belt or a beach towel, it should feel just as out of place in real life.

The series focuses on four moments where alcohol-related harm is especially sharp in Estonia. Drink driving remains a serious risk, with 2 134 offences recorded in 2023. Swimming under the influence is equally deadly, as about 60 percent of drowning victims in recent years were intoxicated or suspected to be. During pregnancy any amount of alcohol can injure the unborn child, a fact captured by pairing a glass of sparkling wine with an ultrasound photo and a baby romper. Finally, children’s birthday parties raise the question of whether a “festive glass” for adults normalises drinking in front of kids.

Campaign spokesperson says the goal is simple: help people recognise moments where alcohol clearly does not fit, rather than waiting for a tragic lesson to force the point. The four examples are only a start, and ETAK invites the public to imagine other settings where sobriety is the safer choice.

Find more from Estonian Tobacco and Alcohol Control Coalition (Estonia, June 2025)