From theory to practice: Examples of prevention programmes in the Nordic countries

As the name of the conference implies, prevention is key. This segment of the conference included four examples from four Nordic countries. While all being successful, the examples were very different – from large-scale and long-term to smaller grass-roots campaigns. Engaging local communities was a common thread through all examples.
Mimmi Eriksson Tinghög, The Public Health Agency of Sweden: Alcohol and drug prevention in restaurants and traffic in relation to Swedish overall approach
Mimmi Eriksson Tinghög, analyst at the Public Health Agency of Sweden, presented two large-scale and long-term prevention projects in Sweden. Responsible Beverage Service (ansvarsfull alkoholservering in Swedish, AAS) is a method that aims to create a safer pub and restaurant environment and reduce alcohol-related violence and harm.
– The development of the method started in response to problems in the nightlife scene in Stockholm in the late 1990s, and the method has since then spread to other municipalities, Tinghög says.
The AAS method is based on a number of components, such as collaboration between restaurants, police, and other authorities. Education is an important part of the project. Restaurant staff are educated in everything from laws and regulations to how to handle risky situations. Education on narcotic drugs is also included, as is supervision of the establishments.
– Today the method is an integral part of ordinary ongoing work in many municipalities, which is also the intended aim.
The other example from Sweden is the SMADIT model for preventing alcohol and drug-related traffic accidents. When someone is caught driving under the influence, the idea is not only to implement criminal sanctions but also to offer treatment to prevent repeat offences.
– Those who are caught drunk driving are often individuals that have a substance use problem. The aim is to prevent relapse in drunk driving and increase the opportunity and possibility to get the individual into treatment. When someone is caught drunk driving, they are usually susceptible to the idea of treatment, Tinghög says.
”When someone is caught drunk driving, they are usually susceptible to the idea of treatment.”
Like the AAS method, the SMADIT model also builds on collaboration between many actors, such as the police and local and regional health facilities.
– Both AAS and SMADIT are typical preventive initiatives. They are adapted to the local situation, meet needs, are based on collaboration, and get incorporated into everyday operations. These are all factors that make prevention sustainable.
Taneli Hytönen, Youth Against Drugs (YAD): Youth against drugs Street team
Youth Against Drugs (YAD) is a Finnish NGO doing voluntary work in drug-related harm prevention. Taneli Hytönen who is in charge of online voluntary work at YAD describes the NGO’s online platform Street Team as “grassroots-level light activism” aimed primarily at people aged 13 to 18.
– It is very accessible. Everyone can join and do something, even just a little bit of “healing the world”. All you need is an internet connection, Hytönen says.
”Everyone can join and do something, even just a little bit of “healing the world”. All you need is an internet connection.”
The idea is for a volunteer to pick a task from the project’s website, do the task, and write a report. By completing tasks the volunteer earns points. The points can be converted into prizes, such as clothes. Spreading stickers with an anti-drug message or creating a meme are examples of typical tasks. In 2021, there were 62 different tasks on the website.
– I believe this concept is a good one, and it is very scalable. You can take this from just one social media post to something very big. It could easily be copied and used in other campaigns as well, Hytönen says.
Besides spreading awareness, the YAD’s Street team provides support for its members and a drug-free social environment. Most of the activity takes place online on social media, mainly on Discord.
Maj Berger Sæther, Norwegian Directorate of Health: Weedensenteret – A social media campaign about cannabis
Weedensentret is a social media campaign commissioned by the Norwegian Ministry of Health and Care Services and carried out by the Norwegian Directorate of Health. The aim is to raise cannabis risk awareness among people aged 15 to 18. During the development stage of the campaign, the Directorate of Health collaborated with the police, schools, relevant NGOs, and members of the target group.
Maj Berger Sæther, Senior Adviser at the Norwegian Directorate of Health, says the campaign has been run more than once, and it was evaluated after the first time.
– The campaign is perceived as credible and easy to understand. It was also found to provide new knowledge to the target group and their parents. The parents, in fact, were our second target group.
The campaign is carried out on its own website and on several social media platforms, such as Snapchat, Instagram, and YouTube. The campaign also led to making six informative films. The campaign aimed at reducing the knowledge gap on cannabis, and, among other things, informing the public about the rising THC levels in cannabis products in recent years
– We are very pleased with the campaign and will continue our efforts to strengthen factual and credible information on cannabis. The campaign material is also suitable teaching material for schools, and we know a lot of teachers around the country have used the website in their teaching, Maj Berger Sæther concludes.
”The campaign material is also suitable teaching material for schools, and we know a lot of teachers around the country have used the website in their teaching.”
Rafn M Jónsson, Icelandic Directorate of Health: The Icelandic prevention model
Rafn M Jónsson, Project Manager and specialist on alcohol and drug prevention at the Icelandic Directorate of Health, says that the Icelandic authorities had a wake-up call in the late 1990s when alcohol and drug consumption peaked among Icelandic youth. The Alcohol and Drug Prevention Council was established in 1998, and work started on strengthening measures to prevent the abuse of alcohol and drugs, particularly among children and young people.
– The aim was to change the actual behaviour of youth and not only their attitudes. And we wanted to gain public consensus; it is a comprehensive approach. We wanted to change the lifestyle environment, strengthen and bring different professions together, and build up cooperation between research and the people doing prevention work. We wanted to mobilise the whole society and we managed to do that, Jónsson says.
Today, alcohol and drug prevention work is well integrated on different levels in Icelandic society. At the state level, alcohol taxes are regulated, there is an age limit for accessibility and buying alcohol, and a curfew has been imposed on how late children are allowed to stay out in the evening.
At the municipal level, parents are encouraged to comply with the law, and surveillance is organised in cooperation with the police. Young people are given access to sports and other constructive leisure activities. Schools and youth centres organise alcohol-free events and provide relevant education.
At the family level, parents are encouraged to spend more time with their children and to take walks around the neighbourhood in the evenings to supervise the area. The children are informed about the laws and regulations, and are encouraged to spend more time with their families or do sports or other organised leisure activities.
The model has changed attitudes both among young people and among the grown-ups.
– It used to be really easy for 15–16-year-olds to sit outside the state monopoly store and ask adults to buy them alcohol. This would be absolutely impossible nowadays, Jónsson says.
”It used to be really easy for 15–16-year-olds to sit outside the state monopoly store and ask adults to buy them alcohol. This would be absolutely impossible nowadays.”
Since the Icelandic prevention model (a name that according to Rafn M Jónsson is unofficial and coined by the media) was implemented there has been a big decrease in youth drinking and smoking. In 1998, 42 per cent of the 10th graders said they had drunk alcohol in the last 30 days. In 2021 the corresponding figure was 6 per cent and has remained relatively stable since 2011.
Rafn M Jónsson says the Icelandic model nowadays requires little effort from the authorities.
– As a government body, we are not running the model, which is by now almost sustainable in its own right. It is run in municipalities and in schools.
Jónsson stresses that local data is very important, so efforts can be made where they are needed. 
– This data, in combination with community-based approaches supported by laws and regulations, is the core element of the Icelandic prevention model.
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