A new alcohol awareness campaign in Crown Heights, New York, is addressing drinking in a setting where alcohol can be closely connected with tradition and celebration. Operation Survival launched Call the Shots on 23 September ahead of Sukkot and Simchat Torah, with campaign messages appearing on more than 30 screens across the neighbourhood as well as in video, brochures, print advertisements and other community channels. COLlive

The central message is simple: “You CAN call the shots.” Adults are encouraged to step in when they see alcohol being used irresponsibly, while people who recognise that they are losing control are encouraged to stop before drinking goes further. The campaign also shares real stories from people whose lives have been harmed by alcohol. COLlive

What makes the campaign particularly interesting is its cultural context. Rather than treating alcohol use as something separate from community life, Operation Survival is taking the message directly into the holiday environment where drinking may occur. The organisation says its challenge was to raise awareness about alcohol-related harm while recognising the traditional place that alcohol can have in the celebration. COLlive

The campaign is being taken beyond social media and into the physical community, including digital screens, music trucks and printed material. It offers an example of how alcohol-awareness messages can be designed around a specific community and occasion rather than relying on one general message for everyone.

Find more from Operation Survival (USA, September 2026)