Crippling hangxiety and poor decisions – the Sober October campaign aims to make us reflect on our drinking habits.

For the 14th year in a row, the public health campaign Sober October is taking place. The initiative is run by the Skelleftepress Foundation and Nornan Invest in collaboration with Skellefteå Municipality, NTM Media, and the communications agency Henson. The campaign targets working adults and seeks to spark reflection and conversation about drinking norms and alcohol consumption.

“This is not a sermon about sobriety, but we are convinced that everyone benefits from pausing and reflecting on their relationship with alcohol,” says Anders Westermark, one of the campaign’s initiators.

Alcohol consumption in Sweden has steadily declined over the past few decades, and among school-aged youth drinking has dropped by more than half since the turn of the millennium. At the same time, about 16 percent of the population over 15 engages in risky consumption, which increases the likelihood of harm and illness. Drinking is not evenly distributed in the population – the top tenth of drinkers accounts for about half of annual consumption.

“Men drink almost twice as much as women, and young adults binge drink more often than older people. But above all, we want individuals to think about their own drinking: when, how, and why do I drink? Would I feel better if I cut back?” says Anders Westermark.

The campaign, branded “Nykterfiken” (Sober-curious), has been developed by the communications agency Henson. Partners include the knowledge company FBE Konsult, which helps employers prevent and manage harmful use, dependence, and mental health issues in the workplace, along with Skellefteå Municipality and NTM Media. The campaign runs throughout October.

“We chose a direct and straightforward approach, using humor and recognition to spark reflection in the audience. During summer holidays alcohol consumption rises for many, and come autumn it can be useful to have a reminder to stop and reflect on whether those drinking habits are carried over into everyday life,” says Åsa Stocksén.

Find more from https://soberoctober.se/ (Sweden, October 2025)