The “Because alcohol is not milk” initiative was created in 2018 (www.keralkoholnimleko.si) by key partners in the application. Recent activities and research have shown that the problem of alcohol in Slovenia is more worrying and complex than predicted, and that to some extent we can speak of almost complete indifference to alcohol use among minors and visibly intoxicated young people by politicians, entertainment industry and retailers, parents and other adults. The project is necessary because, from an advocacy point of view, we need to tackle comprehensively, strategically & start changing people''s beliefs and attitudes towards alcohol, while at the same time achieving tighter political measures to reduce alcohol use in Slovenia.
The main objective of the project is to achieve an improvement in the situation and to significantly reduce the indifference of the whole society towards alcohol and alcohol policy through comprehensive organized action and empowerment of policy and decision makers. The target groups are, in particular, policy and decision makers in the field of public health and beyond, representatives of (social) media, parents and other important adults, entertainment industry and retailers, and non-governmental organizations (NGOs) in the field of public health. The long-term benefits of the project will be mainly for children and young people in terms of improving health and reducing the presence of alcohol in their daily lives.