The Federation of the Brewing and Soft Drinks Industry is relaunching the “Drunk, You’re a Fool” campaign, which aims to spark off debate about Finnish binge-drinking culture and the social impacts of binging. The campaign is targeted at 18-30-year-olds.
“We want to provide people with tools for questioning the dominant Finnish drinking habits and make them stop and think about their own behaviour and attitudes. Our campaign encourages people to enjoy alcohol responsibly,” says Elina Ussa, Managing Director of the Federation of the Brewing and Soft Drinks Industry.
Most Finns consume alcohol responsibly and in moderation, but the binge-drinking culture is a problem for both individuals and society, posing a challenge to responsible companies. “During the Xmas party season, we should keep in mind that there are many ways of having a good time. We should all think about what’s cool and what makes you look like a fool. There’s a limit to everything,” says Ussa.
Traditionally, Finland has sought to reduce the adverse impacts of alcohol mainly by heavily taxing alcoholic beverages, regulating their availability and laying down restrictions, such as on their marketing. “Moderate taxation and regulation have a role to play in our future alcohol policy, but we should also focus equally on educating people on how to enjoy alcohol responsibly. We can’t change Finland’s drinking culture overnight. Long-term education that targets attitudes is the only means of reducing alcohol abuse and the harm caused by alcohol. It is easiest for young adults to change their habits and learn to drink in moderation,” adds Ussa.
The “Drunk, You’re a Fool” theme is currently being presented in outdoor and TV ads. The campaign’s Internet site is located at www.kännissä-olet-ääliö.fi. This successful campaign started in 2007. Its Internet site has been visited more than 500,000 times. The campaign has received numerous awards. “The results of the campaign are encouraging. We hope that our campaign will spur different parties in Finland to make outlays on alcohol education. For the sake of alcohol and drug education, it would be desirable that these parties would co-operate on a broader scale in spite of their differing views on alcohol policy,” says Ussa.
For additional information, contact:
The Federation of the Brewing and Soft Drinks Industry
Managing Director Elina Ussa, tel. +358 (0)9 148 871 (ETL exchange), GSM +358 (0)45 269 7711
Communications Manager Outi Jalonen, tel. +358 (0)9 148 871 (ETL exchange), GSM +358 (0)50 370 8677
The Federation of the Brewing and Soft Drinks Industry promotes the interests of producers of beer, cider, long drinks, soft drinks and mineral waters in Finland. Its members are Oy Hartwall Ab, Nokian Panimo Oy, Olvi Oyj and Oy Sinebrychoff Ab. The Federation of the Brewing and Soft Drinks Industry operates in connection with the Finnish Food and Drink Industries Federation and represents Finland’s third largest industry in the food and drink branch in terms of the value of production.