Responsible drinking programmes
supported by European spirits producers

• “Talk About Alcohol”
• “Alkoholdialog”
TIMING 2009 > 2016
Underage drinking


  • God Alkoholkultur


  • To help school and home stand together to create border lines for alcohol culture (where minors don't drink, and where young adults drink moderately, if they drink alcohol at all).
  • To help make lasting changes in minors risk taking behaviour in relation to alcohol.
  • To collect information on alcohol in a single knowledge base to ensure that students, parents and teachers receive identical messages and information about alcohol.


  • The campaign started in 2009 and is based on the Swedish "Prata om Alcohol" project. It is comprised of:
    • Teaching materials: "Alkoholdialog" teaching booklet.  The educational material targets senior classes at primary school.  It is divided into 3 levels according to the pupils' alcohol.  Active participation from the pupils is encouraged and role playing in which they are coached in expressing their attitudes and being conscious about their own limits is carried out.
    • Website: (re-vamped mid-2014) separated into four sections. 
    • SMS application: used for teacher-pupil discussions.  Pupils answer the teacher's questions about their alcohol habits via SMS.  They are collected on a dedicated website where the teacher can view them.  Parents answer the same questions during parents meetings and students' responses appear as "shadow figures" behind the parents' answers on a screen. 
    • Story competition: In co‐operation with Sweden and Finland, a joint Scandinavian novel competition based on the teaching material was started in 2012.  Stories can be downloaded from the website.  The competition is ran every year from October with the winners published the following January.


  • 7,000 copies of the teaching booklet have been requested by schools by 1,500 schools.  The number of orders is slowing down, mainly because most schools have already ordered the materials.
  • 875 students aged 14-16 submitted a short story in 2014, 12 were selected for publication. The 2015 competition ran from 15 October 2015 to 15 January 2016. 371 stories were submitted.  The 2016 competition had 724 entrants and the top ten (including the 3 winners) were posted onto the alcohol dialogue website.


  • Evaluation took place from December 2011 to March 2012.  Both teachers and students were questioned.  
  • Teacher evaluation:  Eight teachers were interviewed to gain their opinion of the teaching materials:
    • All expressed their satisfaction with the quality and applicability of Alkoholdialog and many said that they would use the material in the future for similar sessions or to follow up/build on to level 3.  All would recommend the material to other teachers, some having done so already. 
    • The material was found to be of high academic quality, easy to approach and flexible, engaging with pertinent exercises and was at the target group’s level.  In addition they found it to stimulate thought and insight, provide a basis for mutual understanding and continued dialogue, provide an opportunity for the establishment of common rules and guidelines and have an effect on alcohol consumption.
    • Teachers also suggested a number of improvements such as the development of process guides (so as to make it easier to use the material and the exercises) and increased/concentrated focus on difficult target groups.
  • Student evaluation: Control group: 157 students answered a questionnaire between October 2011 and December 2011.  Intervention group: 247 students answered a questionnaire between December 2011 and March 2012.
    • Consumption - The study supports the National Board of Health study since it demonstrates in general that:
      • Pupils start drinking at an early age: 74 % of the 13-year olds have tried to drink alcohol.
      • 2 out of 3 of the students who have tried to get drunk made their first attempt when they were 13 or 14.
      • Pupils drink, but not often (more than half of them have tried to drink alcohol, but they do it less often than once a month).
      • They drink at home or at a friend’s house.
      • They drink flavoured alcoholic beverages, beer and liquor.
      • Pupils usually drink when they have something to celebrate.
      • Only one in four talks to their parents about alcohol and drinking.
      • There is a widespread majority fallacy: the 15-year olds believe that others drink much more and far more often than they actually do.
    •  The effect of material
      • It does not prevent students from trying to drink alcohol:  67% of the control group have tried drinking alcohol compared to 84% in the intervention group.
      • It makes a small difference to student’s knowledge about alcohol:  the control group answered an average of 5.7/8 questions correctly compared to 5.9 in the intervention group.
      • It may make it easier for pupils to talk with their parents about alcohol:  47% of the control group talked to their parents about alcohol compared 57% of intervention students.
      • It does not have an effect on whether the pupils get drunk:  45% of the control group have tried to get drunk compared to 55% of the intervention group.  However there is a tendency for the intervention group students to get drunk less often.
      • It does not have a direct impact on whether pupils drink at a party.
    •  Opinion of the material
      • 56% found it more interesting than other training materials.
      • 63% found the activities and tasks reasonable or very interesting.
      • 82% felt they had learned something.
      • 79% found the student sheets relevant in providing the information needed about alcohol and alcohol habits.
      • A number of students felt that the material had helped them to talk to others about drinking alcohol: parents (65%), friends (63%) or other family members (33%). 12% did not talk to anyone following the lessons.
      • More than 2/3 thought about changing their drinking habits after the lessons.
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