The challenge: normalization of alcohol in Europe Alcohol can often seem ingrained in European environments, present and not questioned in nearly every social, professional and festive setting. Low prices, easy availability and appealing marketing normalizes alcohol in society, making it difficult for individuals to reflect on the harm that alcohol causes and critically examine alcohol’s role in their lives and in their surroundings. The WHO Regional Office for Europe’s campaign Redefine Alcohol set out to challenge attitudes, reshape perceptions and disrupt misleading and industry-driven narratives about alcohol. From the outset, the goal was to encourage reflection on the harms that alcohol causes to our health and wellbeing, sparking conversations that could lead to greater awareness and more informed choices.

The development of the Redefine Alcohol communications campaign followed a clear and structured process, anchored in evidence and expert input. Each stage was designed to ensure that the campaign messages would resonate with the intended audiences while avoiding common communications pitfalls. In the report, the process is described in five key steps.