In Vilnius, a new social campaign titled “Let them experience, don’t let them taste” challenges the common but risky belief among parents that it’s better for teenagers to try alcohol at home rather than on the street. Triggered by the 2024 Planet Youth survey, which revealed that 14% of tenth-grade students in the city had received alcohol from family members, the campaign calls for a change in how adults understand and handle adolescent curiosity and experimentation.

Backed by the Vilnius City Municipality and its public health bureau Vilnius sveikiau, the campaign argues that even offering a “harmless” sip at home can send a confusing message that normalizes substance use. Between 2020 and 2024, the percentage of teenagers receiving alcohol from family rose from 8% to 14%, and the share of 15–16-year-olds drinking alcohol at home also grew. These numbers point to a growing issue within family environments, not just among peer groups.

The campaign focuses on empowering parents to offer meaningful and safe life experiences instead of introducing teenagers to substances. Everyday scenes like shaving, playing sports, learning to drive or exploring personal identity are highlighted as key milestones that parents should support and celebrate. According to the organizers, what young people need most is not alcohol but genuine adult support and shared time that reinforces trust, identity and safety.

Experts involved in the initiative stress that clear parental opposition to alcohol and drug use makes a measurable difference. Young people whose parents openly disapprove of substance use are far less likely to consume not only alcohol but also e-cigarettes and other drugs. The campaign encourages parents to spend more time with their children, maintain clear family rules, and talk openly about difficult topics. With more than half of teenagers in Vilnius spending their weekends without their parents, the message is clear: presence, consistency and open communication matter more than ever.

Find more from Planet Youth Lithuania (Lithuania, June 2025)