To promote responsible attitudes and behaviours toward alcohol consumption, particularly among young people, the Association of Alcoholic Beverage Businesses (ENEAP) has launched a new communication campaign titled "RETHINK DRINK," in collaboration with the Ministry of Health. The campaign adopts a modern, direct, and creative approach, incorporating familiar expressions often linked to careless drinking. Targeted specifically at young adults aged 18-35, the initiative aims to educate about alcohol content in standard serving sizes of popular beverages consumed in Greece, the importance of choosing not to drink and drive, and empowering underage individuals to abstain from alcohol.
The campaign kicked off this summer, initially focusing on social media and digital platforms.. It is set to expand in the future with additional content and communication channels.
At the campaign's launch event, the Minister of Health, Mr. Adonis Georgiadis, stated: "Reckless alcohol consumption is a serious social issue with harmful effects on individuals' health, family, work, and social life. Encouraging responsible attitudes and behaviours around alcohol requires coordinated efforts from society, the government, and health agencies. Education and proper information are the first steps toward changing mindsets and behaviours, especially among young people. With the 'RETHINK DRINK' campaign, we are reinforcing efforts to raise awareness about the dangers of excessive alcohol consumption. Through these concerted efforts, we can build a healthier and safer society that promotes health and wellness."
On the same day, new self-regulation guidelines for social media were adopted to which Mr. Dimitris Vartzopoulos, Deputy Minister of Health, commented: "Today, we are announcing a truly pioneering collaboration at both institutional and creative levels. On one hand, the Ministry of Health is joining forces with the industry itself, and together we are co-signing a binding framework that regulates the communication and advertising of alcoholic beverages in new digital media. On the other hand, the inventive campaign we are implementing in collaboration with ENEAP is designed to resonate with young people, as its modern approach effectively speaks their language.
Want to see the spots of the campaign?
