NHS Shetland’s ABC campaign is built around three simple messages: Alcohol, Behaviour, Call it out. Launched as a community-wide initiative, the campaign encourages people to know their limits, think about how alcohol can affect behaviour, and speak up when something does not feel right. Developed together with local organisations, it aims to promote safety, respect and responsible choices across Shetland during the festive period and beyond.

The campaign was introduced against a serious background. NHS Shetland says it followed a rise in reported sexual assaults during the Up Helly Aa fire festival season, with data from Shetland’s Sexual Assault Response Coordination Service underlining the need to address alcohol-related behaviour and encourage active bystander action. Alongside social media videos featuring local voices, the campaign also shares practical advice on safer drinking, looking after friends, staying safe on nights out, arranging travel home, and knowing where support is available.

Feedback so far has reportedly been very positive, and the campaign may now grow further. NHS Shetland’s health improvement lead Nicola Balfour said there is scope to expand the work, including possibly adding a stronger drugs focus and linking the campaign to other events such as music festivals. That suggests the ABC campaign could become more than a seasonal message, developing into a broader community approach to safety, responsibility and early intervention.

Find more from NHS Shetland (UK, March 2026)