As a parent and advocate in her community, Bergþóra Valsdóttir has seen first-hand the challenges and triumphs of reducing alcohol use among young people. She was involved in the early stages of a movement that would eventually be known around the world as the Icelandic Prevention Model.
A parent-led movement for change
In the 1980s and 1990s, Iceland faced a significant problem with harmful drinking patterns among teenagers, with 42% of 15- and 16-year-olds reporting being drunk in the past 30 days. “It was an accepted norm,” Bergþóra recalls. “The parents, many of whom had had their own experiences with alcohol at a young age, didn't see it as a major issue.”
The breaking point came in 1999, as Iceland approached the new millennium. As a class contact, Bergþóra found herself at the centre of discussions with other concerned parents. “There was a big party being planned by the kids, who wanted to be just like the grown-ups. We knew we had to do something.”
The first initiative was a nationwide campaign involving parent organizations, social services and community centres for after-school activities, with the financial and moral support of the postal service, the media and the state-owned shops that have the exclusive right to sell most alcoholic beverages in Iceland. It started to shift the media narrative from “drunk kids” to “kids having fun without alcohol”.
“The campaign was not only focused on alcohol,” Bergþóra explains. “It was showing that there are better ways to have fun and connect.”
Promoting meaningful fun
The campaign was the start of a unique, collaborative and research-based approach, grounded in positive messaging. Driven by parents, schools, researchers, practitioners and government bodies, it centred on increasing family time and expanding the social and physical activities available to Icelandic youth, particularly in the afternoons and evenings.
Celebrations were another focus, promoting family togetherness for important events such as Christmas and National Day, which is often celebrated with family camping trips. Graduating students were also surprised with trips featuring activities like river rafting and climbing, breaking the previous pattern of parties and drinking.
“It’s about offering fun and exciting alternatives, showing that you can have memorable experiences without the need for alcohol,” Bergþóra says.
The impact grew as more parents and children embraced the new approach. “At first, it was challenging,” she admits. “But gradually, we saw fewer kids out late and more parents feeling empowered to set boundaries.”
Twenty years later, the proportion of 15- and 16-year-olds who report being drunk in the past month has dropped to just 5%.
A lasting legacy of change
Today, Bergþóra looks back on the progress made and the lasting changes she’s seen in her community with pride. “As parents, we are role models; it’s our responsibility to create a safe and healthy environment for our children. It's not just about saying no to alcohol,” she emphasizes. “It's about saying yes to a better life for your kids – to spending time with them, to setting boundaries and to creating an environment where they can thrive.”
Research has shown that alcohol consumption at an early age is predictive of future drinking behaviour. With the significant harms that alcohol causes to both health and society, the benefits of this movement may be even more far-reaching than intended.
“When this started, I wasn’t really thinking about how alcohol was affecting my kids. I was asking something more like, ‘What kind of environment do I want them to live in?’ But now we know more about the harms. I’m glad to see they’ve all grown up to have quite a healthy attitude to alcohol.”
Iceland’s success in reducing youth alcohol consumption is a testament to strong policies and sustained community efforts. However, maintaining these measures is essential to prevent a resurgence in harmful drinking patterns. Research shows that when alcohol becomes more accessible – whether through weakened regulations, lower prices or increased availability – youth consumption tends to rise.
By staying committed to evidence-based policies, such as safeguarding the state alcohol monopoly and imposing the legal drinking age thorough identification checks, Iceland can continue to protect young people and build on the progress made, ensuring future generations grow up in an environment that supports healthier choices.
Finding support and more information
If you or someone you know is experiencing harms from alcohol, it’s important to reach out for help. You can find support on your national health ministry website, or by consulting your doctor.
Bergþóra shared her story with us for the “Redefine Alcohol” campaign. This campaign is part of the joint WHO–European Union Evidence into Action Alcohol Project (EVID-ACTION), which aims to increase awareness about harms from alcohol across 30 countries – the 27 European Union Member States plus Iceland, Norway and Ukraine – from 2022 to 2026.