The campaign “Zéro alcool. 100% toi-même” (Luxembourg Ministry of Health and Social Security) is built around a simple shift in mindset: alcohol should not be the default in daily life, celebrations, and traditions. In the campaign description, this is linked to the WHO call for Europe to rethink the place of alcohol in society, and to reflect on both our personal and social relationship with drinking. It also points out a tough awareness gap, that in the WHO European Region, 1 death in 11 is linked to alcohol, and fewer than half of people know alcohol can cause cancer.

One of the campaign materials is a one page poster titled “6 faits sur l’alcool” (6 facts about alcohol). Its messages are very direct: cancer risk starts from the first drop, alcohol causes 7 types of cancer, and combining alcohol with tobacco raises cancer risk fivefold. It also highlights specific harms, including increased risk of colorectal cancer and breast cancer, and it adds a national reminder that alcohol kills 1 person every 30 hours in Luxembourg.

The campaign is also designed to meet people where habits are shaped, especially among young people during the end of year holiday period. It combines videos and visuals distributed in cinemas, on websites, and on social media. The overall logic is “denormalisation”, making “not drinking” feel like an ordinary, socially acceptable choice, rather than the odd one out.

Find more from Luxembourg Ministry of Health and Social Security (Luxembourg, 2025)