Altia, together with alcohol industry, promotes actively responsible alcohol culture in Denmark. Most of the work is executed through the industry funded GODA - God Alkoholkultur - initiative which reaches out to schools and municipalities in order to involve the whole local community in a constructive discussion about alcohol - focusing particularly on young people.
Among other means, GODA provides teaching materials aimed at the oldest classes of elementary schools, which are available online at http://www.alkoholdialog.dk.
“GODA can provide an independent and alternative voice to the discussion on alcohol in Denmark. By working together with various stakeholders and being involved in the local communities we can make a difference in changing the alcohol culture”, says Troels Husfeldt, Vice Chairman of GODA and Commercial Director of Altia Denmark.
Two thirds thought about changing their drinking habits
A study done in 2012 about the usefulness of the GODA material showed that after lessons where GODA’s material was used, more than two thirds thought about changing their drinking habits. During autumn 2014 the materials will be updated with exercises and discussions aimed also at upper secondary schools. GODA has also launched short films to be used at parents meetings, illustrating dilemmas about teenagers and alcohol, available at www.alko-holdninger.dk.
Recently, as part of a national Alcohol Awareness Week, GODA trained 20 nurses in the Gentofte municipality, who will in their turn use GODA material to teach classes about how to talk about alcohol and how to hold a party without excessive alcohol use. After feedback, the material will be sent to other municipalities to be used in schools elsewhere in Denmark.
GODA is also a party to a major national initiative by the Ministry of Health, which aims at improving the health of all Danes over the next 10 years. Co-sponsors of the initiative include the local brewery association, Danish industries, the HoReCa sector, retailers and GODA. The initiative includes seven partnerships, one of which focuses on reducing harmful use of alcohol and postponing the age when young people start experimenting with alcohol.