South Tyrol has launched the third edition of the C0,0l (cool comma zero) Dry January challenge, presented on 8 January 2026 in Bozen (Bolzano). The organisers, led by Forum Prävention together with the South Tyrolean health service and the province’s health department, frame it as a chance to pause or reduce alcohol use for a month, and to make “not drinking” feel more normal in social life.

The campaign is explicitly linked to the WHO’s message about questioning alcohol’s place in society and reflecting on personal drinking habits. In the launch messaging, provincial health councillor Hubert Messner and the organisers also highlight short term benefits participants may notice after four weeks, like improved sleep and more energy, and they point to measurable health improvements as part of the motivation for taking a break.

A big part of the concept is social support and practical tools rather than moralising. Participants can follow a WhatsApp channel for everyday tips, and use the international Try Dry app as a kind of diary to track alcohol free days along with things like wellbeing and sleep. The campaign also stresses that adults can be role models in alcohol free celebrations, and it repeats a clear point from prevention work, there is no risk free level of alcohol use.

They are pushing it widely across different age groups, using newspaper ads, radio spots featuring South Tyrolean ski legends Isolde Kostner and Gustav Thöni, posters, postcards, influencers, and social media, plus digital terminals at stations and displays in more than 50 beverage markets and supermarkets highlighting alcohol free options. Partners listed include groups from education, social affairs, retail, and sports (including KVW, VSS, AVS, CAI, and HGV), and the provincial statistics institute ASTAT is running an accompanying survey to analyse participants’ experiences. More info is at www.coolcomma0.com, and the campaign materials also note that Dry January is not intended for people with alcohol dependence, who may need professional support instead.

Find more from www.coolcomma0.com (South Tyrol, Italy, January 2026)