In June 2024, VAD/De Druglijn launched the campaign Is het altijd alcoholtijd? (Is it always alcohol time?). The campaign challenged the widespread presence of alcohol in everyday life through large posters in public spaces and videos on social media. Running for three weeks, it reached more than half of Flemish adults in the 25-55 age group through outdoor ads and almost 2.5 million people on social media platforms. While the main campaign wave is now behind us, its messages and materials remain relevant.

What made this initiative stand out was its approach. Rather than prescribing rules, it invited people to reflect: in which situations do we find alcohol acceptable, and in which not? This question resonated widely, as shown by the survey of 1,000 Flemings conducted before the launch. The findings highlighted that while 95% accept alcohol as part of a celebration, only 7% believe it is essential for a good evening. At the same time, there is broad support for alcohol-free environments, such as schools, hospitals, public transport, and even sports clubs.

The campaign also shed light on the complex social dynamics around drinking. Almost half of respondents admitted they sometimes feel pressure to justify not drinking, especially younger people and women. Still, the survey showed that most people respect those who choose not to drink, and a majority even consider it wise. Importantly, one in four people who drink said they plan to reduce their alcohol use in the coming year, with health risks cited as the main reason. The campaign sparked strong engagement online, provoking both resistance and support, but also genuine reflection about alcohol’s role in daily life.

Although the campaign itself ended in summer 2024, its legacy continues. The timeless posters and videos can still be used in schools, hospitals, workplaces, or community events. The research results provide a strong foundation for prevention work, showing that public attitudes toward alcohol are shifting and that there is openness to change. This makes Is het altijd alcoholtijd? more than just a short campaign – it remains a valuable resource for strengthening the dialogue on alcohol in Belgium today.

Find more from VAD/De Druglijn (Belgium, 2024)

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