Community Campaign Champions Safe Drinking and Positive Behaviour

A new initiative in Shetland, launched by NHS Shetland, promotes safe drinking and responsible behaviour among community members. The ABC campaign, which stands for “alcohol, behaviour, call it out,” aims to foster a culture of safety, awareness, and accountability, especially during the festive Up Helly Aa season.

Forward-Thinking Campaign Expansion

The campaign started in December with strong support from local organisations and has already received positive feedback from community members, including those involved in Up Helly Aa festivities. NHS Shetland's health improvement lead, Nicola Balfour, emphasized the initiative's success and highlighted discussions with event hosts to further amplify the campaign's reach.

Building a Safer Community

With an eye towards further improvement, Balfour suggested that the campaign could expand its focus to include drugs, as well as collaborate with local music festivals and sporting events. This holistic approach promotes not only individual safety but also community cohesion by encouraging members to look out for one another and challenge inappropriate behaviour.

Positive Community Response

The response has been encouraging, with Shetland council vice-chair John Fraser noting that the project has had a “fantastic start.” The integration of feedback from various community stakeholders indicates a shared commitment to promoting safety and respect, critical in a region that faced a rise in reported incidents related to alcohol misuse in the past year.

This campaign is a significant step towards building a safer community where individuals feel empowered to speak out against harmful behaviours. It not only focuses on immediate safety during festivities but also embeds the values of respect and responsibility into the fabric of community interactions.