In the Netherlands, a new phase of the knowledge campaign Op je gezondheid? (To your health?) has just been launched by the Dutch Cancer Society (KWF) and the Digestive Diseases Fund (MDL Fonds). The campaign, part of the wider Healthy Generation initiative, seeks to raise awareness about the link between alcohol and cancer. While alcohol is often spoken of in light-hearted terms like “a glass of bubbles” or “something strong,” the reality is that drinking alcohol increases the risk of seven types of cancer.

The campaign plays with these familiar phrases by showing glasses filled not with alcohol but with harmless alternatives. The idea is to turn everyday expressions into a moment of reflection, encouraging people to question assumptions about alcohol being “innocent” or “healthy.” By using the same friendly tone but with a different visual twist, the campaign aims to spark curiosity and motivate people to learn more about the health risks associated with alcohol.

The need for such awareness is clear. Research shows that only 47 percent of Dutch adults know that alcohol increases the risk of cancer, and just 27 percent automatically associate alcohol with something unhealthy. At the same time, more than half of adults in the Netherlands drink more than the official health guidelines recommend. Alcohol contributes not only to cancer but to around 200 different diseases overall, making education and prevention crucial for reducing harm.

From September 15, the renewed campaign is being rolled out across the country. It will be heard on the radio and seen on posters at train stations, shopping centers, and bus shelters, as well as on social media channels. By combining familiar cultural habits with clear health messages, KWF and MDL Fonds hope to shift perceptions, encourage healthier choices, and support a future generation that feels empowered to say no to alcohol.

Find more from www.gezondegeneratie.nl/alcohol (Netherlands, September 2025)