Project description

AB InBev, the city of Leuven, and KU Leuven want to address irresponsible alcohol consumption with the project "Lazarus: A Sober Look at Drinking." The project is being supervised by Tweeperenboom.

In October and the holiday season of 2020, Lazarus launched the #scholzonderalcohol social media campaign to raise the issue of excessive drinking within families and society, break the obvious link between pleasure and alcohol consumption, and make alcohol-free alternatives cooler and more trendy. The ultimate goal is to change social norms and habits regarding alcohol consumption at home and in bars.

Through training sessions at Health House, Lazarus aims to increase knowledge and awareness of the harmful effects of alcohol and thus contribute to behavioral change. The Smart Drinking intervention focuses on students who received a fine under the Municipal Administrative Procedure Act (GAS) from the city of Leuven. The Smart Serving intervention focuses on hospitality staff and offers them tools to recognize and limit excessive alcohol consumption among customers through Responsible Beverage Service, thus keeping them in the "fun zone" longer.

UCLL was contacted to evaluate the impact of the campaign and the two interventions at Health House. Lazarus wants to look beyond the scope of the project's actions and campaigns, but also gain insight into their impact. These insights can be used to improve future actions, both within Lazarus and for AB Inbev's broader Smart Drinking Goals, where the most impactful campaigns from the Lazarus project can be rolled out in other cities.

https://lazarusproject.be/scholzonderalcohol/

eva.wuyts@ucll.be

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