NHS Shetland has launched the ABC campaign, a community-wide initiative for the festive period and beyond, aimed at helping people stay safe, look out for one another, and be more mindful of how alcohol can shape social situations. Built with local partner organisations, it is framed around safety, respect, and responsible choices, with the message that everyone has a role in creating a safer community.

The campaign has three strands. A, Alcohol focuses on knowing your limits and drinking safely, using the UK Chief Medical Officers’ low-risk guideline of no more than 14 units a week for both men and women, spread across several days with a few drink-free days (roughly 6 pints of 4% beer, or 6 medium 175 ml glasses of wine, or 7 double spirits). B, Behaviour highlights that alcohol can change thoughts and actions, sometimes leading to anger or depression, and encourages practical steps like eating before drinking, staying hydrated, planning how to get home, downsizing drinks, and avoiding pressure on others to drink. C, Call it out encourages people to speak up when something does not feel right, and to support others to do the same.

A key driver behind the campaign is local learning from Shetland’s SARCS (Sexual Assault Response Coordination Service) data, and concern following a rise in reported sexual assaults during last year’s Up Helly Aa fire festival season. NHS Shetland and partners are encouraging “active bystander” behaviour, recognising unwanted conduct early and challenging it safely, without escalating risk. The campaign will share tips, resources, blog posts, and video messages featuring local Shetland voices, and it asks social venues like bars, pubs, and clubs to share posters and advice, alongside clear signposting to support services (including Healthy Shetland, the Compass Centre, and NHS inform).

Find more from NHS Shetland (UK, December 2025)