2 October - 30 November 2024
“Redefine alcohol” is more than a campaign – it is a call to action inviting people to rethink their relationship with alcohol, learn more about alcohol and health risks, and consider the benefits of drinking less or not at all. Informed by the latest research and evidence from the field, expert consultations, and the involvement of people with lived experience, youth perspectives and communities, this initiative encourages people across Europe to reflect on what narratives and myths exist around alcohol and to rethink them.

Alcohol consumption is frequently regarded as deeply ingrained in culture and seen as an essential component of celebrations, socializing, and even daily life. However, many do not realize that the effects of alcohol go far beyond the immediate aftermath of a night out, with devastating health, social and economic consequences for many people. This campaign aims to raise awareness of the hidden risks associated with alcohol, inspire a shift towards embracing the benefits of reduced consumption, and encourage deeper reflection on why alcohol is so embedded in our society.

In today’s Europe, alcohol is often too cheap, readily available, and heavily promoted. It is time to recognize its profound impact on our health and communities, and discover how consuming less alcohol can lead to greater mindfulness, more memories, and a fuller life. Whether by reducing intake or going alcohol-free, there is a growing movement that prioritizes health, well-being, and meaningful connections, in settings where alcohol has no role to play. You can join this movement by being open and reflecting on simple questions, such as “Is it worth it?” or “What are the risks?”.

The hidden harms and long-term effects of alcohol
Did you know that alcohol can cause over 200 diseases and injuries? And that about 40 of them would not exist at all without alcohol?

Beyond merely a hangover, the short- and long-term effects of alcohol can be severe, including alcohol-related violence and injuries, heart disease, digestive issues, and an increased risk of at least 7 types of cancer, including breast and colon cancers. Less than half of Europeans are aware of the link between alcohol and cancer, despite it being one of the leading cancer risk factors. Even small amounts of alcohol can increase cancer risk, which highlights the importance of understanding these lesser known harms.

The benefits of drinking less
Reducing alcohol intake can lead to immediate and long-term benefits for your health and overall well-being. Drinking less can improve your sleep quality, memory, and mental clarity, allowing you to fully enjoy life’s moments. It also significantly lowers the risk of chronic diseases, including cancers due to alcohol.

Alcohol impacts more than just the individual; it has far-reaching effects on families, communities, and society at large. Reducing alcohol consumption in our societies will mean fewer alcohol-related injuries, drownings, suicides, as well as less violence in all its forms, including sexual and gender-based violence.

It is time to pause, reflect, and recognize that reducing alcohol consumption can profoundly improve health and create a safer, happier Europe.

Creating a supportive environment for change
When it comes to alcohol, individual choices are important, but not enough. We need a supportive environment, shaped by strong policy-makers, robust regulations, and collective community action to protect everyone. A shift in understanding alcohol and its impact is essential, since real and sustainable change is driven by policies that limit alcohol availability, advertising, and affordability. By creating an environment that fosters healthier decisions, we make it easier for people to reduce their alcohol-related risks and move towards a healthier future.

Are you ready to redefine alcohol? Start by discovering the facts and the stories!

Be part of the change – redefine alcohol!

[The WHO campaign webpage has links to videos related to the campaign and campaign materials]