NHS Shetland launches ABC campaign ahead of the festive season

ABC campaign

NHS Shetland has today launched its new ABC Campaign.

The community-wide initiative is 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.

A dedicated hub on the NHS Shetland website will host 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

Brian Chittick, Chief Executive of NHS Shetland, who pioneered the campaign, said: “In Shetland, the festive season is just the start of our long winter—and with Up Helly Aa fire festival season just around the corner, this is an important moment for us to come together as a community. NHS Shetland is proud to join forces with local organising committees, squads, charities and groups to promote the ABC message. We want everyone to enjoy the season safely, support their friends and relatives, and feel empowered to call out behaviour that isn’t acceptable. Together, we can look out for one another.”

Chris Sewell, Chief Inspector and Area Commander for Shetland, shared his support for the campaign, he said: “We know from experience that increased drinking can sometimes lead to harmful or unacceptable behaviour. The ABC campaign is a timely reminder that everyone has a part to play in preventing harm - by knowing your limits, recognising unacceptable behaviour, and calling it out safely.

“Police Scotland will continue to work closely with partners in Shetland to keep people safe and ensure everyone can enjoy themselves responsibly.”

What you can do to help

  • Visit the ABC campaign webpage on the NHS Shetland website to learn about safe alcohol use, positive bystander actions and how to challenge inappropriate behaviour safely.
  • Share the campaign video 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.

ABC posters can be downloaded from the campaign website

Further support information

Wednesday, 17th December 2025