03.10.2024 - The World Health Organization (WHO) Europe has launched a new campaign, “Redefine Alcohol,” running from October 2 to November 30, 2024. The campaign aims to encourage Europeans to reassess their relationship with alcohol and to raise awareness about the health risks associated with its consumption, particularly the link between alcohol and cancer. While alcohol is often deeply embedded in social and cultural practices across Europe, many are unaware of its long-term impact on health. WHO Europe’s initiative draws on research and expert consultation, challenging societal norms around alcohol and advocating for reduced consumption as a way to enhance overall well-being and reduce serious health risks.
A central theme of the campaign is alcohol’s connection to various forms of cancer, a fact that remains underrecognized by many across Europe. Alcohol is a known cause of at least seven types of cancer, including common forms such as colorectal and breast cancer. Despite these well-established risks, fewer than half of Europeans are aware of the link between alcohol and cancer, according to WHO. The “Redefine Alcohol” campaign, as part of the broader WHO-EU EVID-ACTION initiative, seeks to address this gap by disseminating information and encouraging individuals to consider the benefits of drinking less or eliminating alcohol altogether.
EVID-ACTION and the fight against alcohol-related cancer risks
The “Redefine Alcohol” campaign aligns with the WHO-EU Evidence into Action Alcohol Project (EVID-ACTION), which is co-funded by the European Union as part of Europe’s Beating Cancer Plan. The project aims to reduce the harms of alcohol consumption by developing the evidence base for effective health warnings, specifically focusing on cancer risks. Europe faces a significant public health challenge, as eight out of the ten countries with the highest alcohol consumption are within the EU, where almost 300,000 people die annually from alcohol-attributable diseases, including cancer.
EVID-ACTION emphasizes the need for clear, evidence-based public health messaging, collaboration between countries, and the implementation of effective alcohol policies to curb these alarming statistics. The project supports the development of health warnings, education about alcohol-related cancer risks, and the implementation of screening tools in healthcare settings. By fostering a greater understanding of alcohol’s impact on cancer, the initiative aims to protect public health and support healthier choices across Europe.
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