drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “It all starts with just one glass”
• “Tas viss sākas no vienas glāzes”
COUNTRY Latvia
TIMING 2015 > 2015
THEME
Responsible drinking

CONTRIBUTOR

  • Latvian Alcohol Industry Association
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PARTNER(S)

  • University of Latvia, Doctoral School of the national economy
  • Latvian Medical Association (LMA)
  • Ministry of Health (MoH)
  • Prime minister's advisor, Neurosurgeon Renārs Putniņš
  • Neurologist Jānis Strazdiņš
  • eSample, research agency
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OBJECTIVE

  • To increase knowledge and awareness of the risks associated with underage and binge drinking.
  • To address the general public’s misperceptions regarding alcohol consumption.
  • To engage society in a discussion regarding the equal treatment of all types of alcoholic beverages. 
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DESCRIPTION OF THE INITIATIVE

  • Research on alcohol consumption (including underage drinkers) was followed by a number of alcohol related topics in mass media that were brought to public by different health industry experts. The main topics included:
    • Youth alcoholism and doctors observations on how to reduce binge drinking.
    • Root cause of the unhealthy drinking habits.
    • Facts about alcohol and alcoholism.
    • How does it start?
    • Excise tax and its impact on drinking habits.
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IMPACT

  • From launch (March 2015) until November 2015: 
    • 2 interviews on TV, 3 interviews on Radio and 3 analytical programs/round table discussions.
    • 5 Printed publications and 56 online publications using 16 social media accounts reaching 343,416 followers (many of whom have republished posts, but it is hard to track down the full chain.
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