Are You Ready? (Er du klar?)

Following on from the Danish Brewers’ “Er du klar?” (“Are You Ready?)” information and education campaign on responsible drinking, targeted at young people, their parents and other near-peers, the Danish Partnership for a responsible alcohol culture is an ambitious initiative started in 2014 to promote a responsible alcohol culture in Denmark. Part-funded by the Danish authorities back in 2015 – The Partnership received economic support from the Danish Ministry of Health on a fifty-fifty basis for the campaigns promoting responsible alcohol consumption. The Partnership for responsible alcohol consumption is a good supplement to public prevention. Public authorities and private business work hand in hand on prevention.

At the moment, 2022, the partnership doesn’t receive economic support, but the goal of the partnership is still valid – together with other alcohol producers and the on/off trade sectors, is to work towards the health goals to reduce harmful alcohol intake as set out by the Danish health authorities.

In 2015 a contest and two movies were made by famous Danish comedians to help promote a mutual sense of responsibility among young people in a humorous way. The Danish Brewers association together with the Danish Red Cross launched the campaign because alcohol and partying is part of being young. The message is that it is important to take care of each other when they are out at night. Bryggeriforeningen supported the campaign as part of many years’ efforts to support a responsible alcohol culture among young people. The small films were viewed 180,000 times on the web and had a total reach of 750,000 people.

Related links

https://alkoholpartnerskabet.dk/