Alkohol & Samfund, with support from the Danish Health Authority, is running Denmark’s annual national alcohol campaign in week 40. The campaign highlights the many different ways alcohol problems can appear and aims to reach not only those struggling with alcohol but also their families. By addressing common assumptions and misconceptions about who has a problem, the campaign encourages more open conversations about alcohol and makes it clear that free treatment is available through municipalities and advice is always at hand via Alkolinjen (80 200 500).
This year’s campaign features three short films that portray everyday situations where alcohol plays a hidden but disruptive role. At first glance, viewers may think they can identify the person with the issue, but the films reveal a different reality. The goal is to challenge stereotypes and create “aha moments” that show how alcohol problems are not always visible. By doing so, the campaign seeks to spark dialogue about the many faces of alcohol problems and how support can make a difference.
Behind the campaign lies a concerning picture: the Health Authority estimates that about 402,000 Danes show signs of moderate alcohol problems and around 67,000 show signs of severe problems, yet in 2023 only about 26,000 people received publicly funded treatment. On average, it takes 10 to 12 years before someone seeks help. The campaign therefore stresses the importance of lowering that threshold, raising awareness of treatment options, and highlighting the role of families, friends, and workplaces in motivating someone to get support.
To support those conversations, the campaign also provides practical tools, including seven concrete tips for talking to someone about their drinking. These emphasize preparation, respect, setting boundaries, and offering support while recognizing that the final responsibility lies with the person who drinks. Municipalities play a key role too, spreading the campaign through local channels to reach more people. Altogether, the week 40 campaign works to make alcohol problems easier to talk about and to ensure that those affected know that help is available.
Find more from Alkohol & Samfund (Denmark, September 2025)
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Alcohol Awareness 