All adults are the target group

Instead of assigning blame, Alko’s Wise parenthood programme offers a new perspective. The programme encourages all adults and parents to consider their own use of alcohol – expressly from a child’s perspective. What does adults’ drinking look like from a height of one metre? The goal of the multi-year programme is to influence Finnish alcohol culture through diverse means.

From a children’s and young people’s perspective, there exists no single correct answer to how adults’ use of alcohol would be harmless. The programme also seeks to stimulate discussion on responsible alcohol use, and it offers both information and support to help people consider the issue for themselves. The target group are all adults – the ordinary man and woman in the street.