ABC Campaign
NHS Shetland has launched its new ABC Campaign—a community-wide initiative designed to help people stay safe, look out for one another and be mindful of their behaviour throughout the festive period and beyond.
The campaign encourages everyone across Shetland to:
A – Alcohol: Know your limits and drink safely.
B – Behaviour: Recognise how alcohol can impact behaviour and be empowered to challenge inappropriate actions.
C – Call It Out: Speak up when something doesn’t feel right and support others to do the same.
Developed in partnership with local organisations, the campaign aims to promote safety, respect and responsible choices across the community. It follows last year’s rise in reported sexual assaults during the Up Helly Aa fire festival season and urges everyone to be an active bystander by recognising unwanted behaviour and challenging it safely.
Data collected through Shetland’s SARCS (Sexual Assault Response Coordination Service) highlights the importance of addressing alcohol-related behaviours and supporting people to intervene when they see something concerning. NHS Shetland and partners created the ABC campaign in response to these findings, focusing first on general festive-period wellbeing before expanding into targeted work during the Up Helly Aa season from January to March.
The festive season can be a time of joy, but it can also be challenging for many—whether due to increased alcohol consumption, drug use, social pressure or other personal circumstances.
On this webpage, you will find tips, resources, blog posts and links to partner organisations and charities offering support.
Video messages featuring local Shetland voices will be released across social media, and bars, pubs and clubs are encouraged to share campaign materials, posters and advice with their customers.
Throughout the winter period, the ABC campaign will share practical guidance on:
- Drinking within low-risk guidelines
- Looking after friends and being a responsible host
- Staying safe on nights out
- Planning ahead and arranging safe travel home
- Knowing where to find local support
What you can do to help
- Visit the NHS Shetland website to learn about safe alcohol use, positive bystander actions and how to challenge inappropriate behaviour safely.
- Share campaign videos and posters within your workplace, community group or social venues.
- Share accurate information and clear advice about alcohol and its health risks.
- Support friends who may be struggling with alcohol or who may need help after an incident.
- Be a positive role model, intervene safely and respect those around you.
You can read more about the three key strands of the campaign above (A, B and C) on the pages above.
Download the campaign posters - here
To view the campaign video - NHS Shetland - ABC Campaign