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In December 2019, the Danish government and a majority of the political parties in parliament agreed on a national action plan targeting tobacco use among children and young people.
The bill implementing the national action plan was introduced in October 2020 and is currently being processed in the Danish parliament. Some of the initiatives are:
- Ban on displaying cigarettes in shops
- Plain packaging
- Further restrictions on advertising and sponsorship
- Further restrictions on tobacco use in institutions and schools for children and adolescents. Ban on any form of tobacco use during school hours – the ban also applies to pupils leaving the property of the institution during schools hours, for instance during excursions, etc. Ban on tobacco sales in these schools and institutions.
- Ban on characterising flavours except menthol and tobacco
- Regulation of non-tobacco nicotine products
- Strengthened control of sales of tobacco products to minors and increased fines
- Increased fines for violations of the Smoke-Free Environments Act
You can read more about the bill on the Danish Parliament's web page.
The objective is to reduce the number of young smokers, which is significantly higher than the other Nordic countries.
Strategy for Food, Meals, and Health (Strategi for mad, måltider og sundhed)
In August 2018, the Danish government launched a strategy on foods, meals, and health. The cross-ministerial foundation of the strategy means that, for the first time in Denmark, action is being taken across the areas of food, health, the elderly, education, children and social affairs. The ambition was to establish the best possible conditions, thereby improving opportunities to live a good and healthy life. The strategy consists of seven themes (A healthy future for children and young people, Healthy local communities can make a difference, Healthy and active for as long as possible, The healthy choice should be the easy choice, Proactive authorities will provide Danes with better knowledge, Denmark as a frontrunner and Together we can go far) and 14 specific initiatives that are funded with DKK 10 million annually from 2018 to 2021.
The 2017 National Health Profile established that more than half of the adult population are overweight, and 17% of the adult population are obese. An unhealthy diet and overweight are risk factors for several serious diseases, such as type 2 diabetes, cardiovascular diseases, and cancer, which have significant societal and personal consequences. The objective of the government strategy for foods, meals, and health is therefore to ensure that Danish citizens have the qualifications to make healthy and informed choices regarding food, meals, and a healthy lifestyle.
Moreover, healthy habits are established in childhood. The strategy therefore includes elements targeting children and youth specifically, both in the private sphere and in day care or education institutions. In relation to this, the strategy aims to:
- Establish a food culture among children and young people by giving the them experiences with and an understanding of food and its production and history.
- Develop a voluntary labelling scheme in which institutions have the option of developing a healthy food profile.
- Provide recommendations and guidance to parents and institutions regarding food.
- Providing evidence-based knowledge on nutrition and healthy lifestyles.
- Establish a national forum for food, meals, and healthy living. The forum is responsible for actualising/fulfilling the overall objective of improving food and meal habits in the Danish population.
Official dietary recommendations
The Danish Veterinary and Food Administration advises and issues recommendations to consumers and enterprises about nutrition, healthy eating and food production. The current dietary recommendations, launched in 2021 and applicable to everyone over the age of three, also function as the basis for all nutrition activities issued by the Danish Veterinary and Food Administration, such as the Keyhole Label and guidelines for healthy meals in schools (The Meal Label). The recommendations are scientifically based on the Nordic Nutrition Recommendations, and the development was fully financed by the Danish government. The latest recommendations also provide advice on how to eat in a climate-friendly way.
In Denmark, several national authorities are responsible for encouraging healthy lifestyles and healthy nutrition among young people. The Danish Veterinary and Food Administration (Fødevarestyrelsen), under the authority of the Ministry of Food, Agriculture and Fisheries, and the Danish Health Authority (Sundhedsstyrelsen), under the Ministry of Health, provide information and guidelines that encourage people to live a healthy life.
In January 2020, a majority in parliament agreed to reduce young people’s use of laughing gas. The agreement includes several elements:
- It is illegal to sell laughing gas to young people under the age of 18 years.
- The agreement introduces a limit to the amount of laughing gas private people can purchase
- Online retailers of laughing gas are required to verify the purchaser’s age
- The agreement introduces a limit to the number of laughing gas sales outlets
- An increase in the level of fines for offenders of the new agreement.
Guidelines from the Danish Veterinary and Food Administration:
Danish dietary guidelines for meals served in schools and educational institutions – ‘The Meal Label’ and guidelines for meal settings and environments
The official guides for healthier meals were developed in 2017 to match different arenas (day cares, schools, educational institutions, and workplaces) by using the same framework and logo: ‘The Meal Label’. The guidelines consist of a series of nutritional principles for different meals and food offerings such as lunch dishes, sandwiches, breakfast, snacks, and drinks. Using this label also functions as a means of communication to inform parents and students that their school or canteen is serving meals that follow the official Danish guidelines. To complement the dietary guidelines for healthier meals, the Danish Veterinary and Food Administration provides recommendations for meal settings and environments related to the meal. The goal of this is to encourage the development of healthy food and meal habits amongst especially children and youngsters.
Preventive guidelines for municipalities
The purpose of the prevention guideline for food and meals is to support the municipalities’ work with promoting healthy food and meal habits. The recommendations are based on Danish and international evidence, supplemented with knowledge of good practice and experiences from, for instance, municipalities. The target group is municipal employees. The guidelines were updated and relaunched in 2018 in a collaboration between the Danish Veterinary and Food Administration and the Danish Health Authority. The use of the guidelines is monitored regularly by an independent research institute.
National study of the Danes’ diet and physical activity
The national study of the Danes’ diet and physical activity (DANSDA) contains national data on children’s and adults’ (4–75 years) intake of, for instance, fruit and vegetables, sugar, fat, and protein. The data is categorised by gender and age groups. The results are used for both counselling and for research in the nutrition field, for example on the fortification of food, assessment of new ingredients, as well as in relation to dietary advice and in order to target nutritional information for the population. The study is conducted by the National Food Institute, which has carried out the national diet surveys since 1985. The latest survey was carried out in 2015.
The Danish School and Worksite Food Survey
The Danish Veterinary and Food Administration developed the concept for food-based dietary guidelines applicable for meals served in elementary schools, youth educations, and workplaces (The Meal Label). Based on this background, the National Food Institute designed ‘The Danish School and Worksite Food Survey’, a survey aiming to evaluate the extent to which the food supply in these settings complies with the guidelines, including the overall structural framework for the operation of the kitchens. A baseline was performed in 2018 and regular monitoring will be carried out.
The ‘Keyhole’ label
The Danish Veterinary and Food Administration’s Keyhole label can help consumers identify healthier choices when buying food. The Keyhole label is a common Nordic label for healthier food products in Denmark, Iceland, Norway, and Sweden. The Nordic countries collaborate on, for example, the development of criteria for the label, branding strategy, and monitoring. The Keyhole label was launched in Denmark in 2009 and has gained rapid success, with 94% of adult Danes recognising the label and more than 4000 products carrying it. There have been eight national campaigns promoting the label (the latest being in 2017). All campaigns have been evaluated. The number of products is monitored regularly, and other research has been performed on, for instance, how the nutritional quality changes from choosing the Keyhole label.
Initiatives under the Danish Health Authority
The Danish Health Authority administers a pool of funding for NGOs and private organisations that can supplement the work done by the Danish Health Authority within the area of health promotion and prevention of diseases.
Organisations and NGOs can apply for the funding of projects within the following areas:
- Alcohol prevention
- Mental health
- Sexual health
- Asthma and allergy
- Cross-municipal networks for health promotion and prevention
- Tobacco prevention
- Monitoring the health area
- Physical activities
- Prevention of doping
Furthermore, the Danish Health Authority administers a part of the rate adjustment pool (satspulje). The pool funds projects coordinated and administered by NGOs and organisations that focus on health (mental and physical) and prevention.
Projects since the 2010s
2008–2011: Young and Healthy
Objective: Health promotion among young people outside the education system.
Target group: Marginalised young people in the 16–19-year age group outside or on the edge of the education system and the further education of professionals working with young people.
Measures are established in 13 municipalities in order to:
- Test new outreach methods for dialogue with young people outside or on the edge of the education system.
- Test new methods to ensure the development of competences, self-esteem, and give them better opportunities to complete a youth education.
- Provide professionals with new tools in their work with the young people.
Funding: A total of 36 million DKK over a four-year period.
Monitoring and evaluation: A midterm and a final evaluation were produced. The final report concluded that the immediate outputs of the projects in the 13 municipalities were more awareness of a healthy lifestyle at the schools as well as more successful experiences and self-esteem among the young people. The final report concluded that the outcome of the project was less clear and systematic. However, most municipalities report increased self-esteem and a healthier lifestyle, for instance via loss of weight. There was no effect on young people’s choice of education or affiliation to organised sports organisations.
2011–2014: Young People, Alcohol, and Drugs (Unge, alkohol og stoffer)
Objective: The objective of the project was to ensure an early discovery and consultative measure towards young people at risk of a problematic drug use.
The six municipalities participating in the project have established and tested:
- Cooperation between municipality and education institutions
- Policies and action plans regarding drugs
- Early discovery and consultative initiatives
- Anchoring the initiatives after the project period
- All young people in general and vocational secondary education
- Young people at risk of a problematic drug abuse
- Teachers, school leaders, and student counsellors
Monitoring and evaluation: The monitoring and evaluation of the project consists of:
- Project descriptions from the six municipalities
- A programme theory with a description of expected processes and outcomes/effects of the initiatives
- Self-evaluations consisting of three status reports
- Qualitative telephone interviews with the project leaders
- Monitoring visits and interview with project leaders, municipal actors, and visits/interviews at youth education institutions
- Questionnaire among youth education personnel
A final external evaluation of the project was carried out in December 2014 The evaluation concluded that there is no one-size-fits-all model and that measures must fit the local situation. Furthermore, the evaluation concluded that:
- It takes time to implement an early discovery and consultative measure.
- Cross-sectoral cooperation between school staff and the municipality is a strength.
- Skills-upgrading makes teachers more confident in handling young people with drug issues.
- Several consultative measures have been established and they all indicate that it is important to meet the young people in an equal dialogue.
Project with the aim of preventing risky behaviour and substance abuse
Time frame: 2015–2018
Objective: The project should develop and improve the existing free measures aimed at young people with psychosis in order to help them back to their everyday life and education.
Target group: Young people who have or have had a psychosis due to drug abuse.
Funding: 3 million DKK.
Evaluation and outcome:
The partners in the project were obliged to produce a final report. The evaluation concluded that:
- The young participants’ reported consumption of marihuana and other types of drugs decreased at the beginning of the treatment but stagnated in long-term measures.
- The measure improves the recovery process of the young participants because it improves social relations and contributes to a more positive self-image.
- The measure strengthens the young participants’ reintegration in education.
- The project has expanded the network and cooperation with other partners.
Source: The Region of Southern Denmark (Region Syddanmark): Final report of the rate adjustment pool project Face It – A strengthened measure for young people with psychosis due to the use of marihuana or other drugs (Afsluttende statusrapport for satspuljeprojektet Face It – En styrket indsats for unge med psykoser relateret til hash eller andre stoffer). 2019
Measure: The development and implementation of a national concept aimed at preventing young people from smoking and helping young smokers to quit smoking.
Objective: The aim of the pool is to prevent young people from smoking.
Target group: Socially marginalised young people.
Funding: A total of 16 million DKK. Three million DKK is aimed at the development of methods, materials, competence development courses, and an evaluation.
Monitoring and evaluation:
An evaluation of the project has been conducted. The evaluation concluded that partners in the project were not precise in their implementation of the project design and therefore the measure cannot be seen as a coherent measure. On the positive side, the evaluation shows that smoking has been debated and has received a lot of attention at the participating schools.
Objective: To ensure that all children and young people with chronic somatic diseases receive the same early detection, treatment, and follow-up procedures independent of socio-economic background.
Target group: The primary target group are children and young people in the 0–15-year age group with a chronic somatic disease.
Measure: To develop and test new methods in order to:
- Detect chronic diseases among children and young people.
- Clarify the need for support.
- Optimise a coherent and cross-sectoral treatment and follow-up measure.
- Ensure that the patient and the parents receive continuous support that strengthens their competences to master everyday life with a child with a chronic disease.
Funding: A total of 12 million DKK over a four-year period.
Monitoring and evaluation: External evaluation by midterm and a final evaluation at the end of the project.
- Participating parents experience strengthened personal resources.
- The project has contributed to a more coherent and cross-sectoral cooperation in the participating municipalities.
2012–2015: Preventive measures targeting overweight children and young people
- Preventive measures in existing municipal schemes
- Project ‘increased effect’ at the Christmas Seal Foundation Home
Objective: Prevention of overweight among children and young people.
Target group: Primarily overweight children and young people in the 12–15-year age group.
Funding: A total of 11,080,000 DKK over a four-year period.
Monitoring and evaluation: A midterm evaluation and a final evaluation
Outcome: The evaluations of the project show increased self-esteem, quality of life, self-experienced health, and loss of weight among participants in the project.
Objective: To detect and prevent failure to thrive among children and young people with parents or siblings with serious illness. Children and young people with serious illness in the close family are at risk of developing mental illness themselves.
- Early identification of the target group at the GP and hospitals
- Attention to long-term or chronic courses of illness
- Transition between the healthcare system and the everyday life of the child/young person
- Inclusion of the family
Target group: Children and young people in the 5–18-year age group.
Monitoring and evaluation: The initiatives receiving funding in the project must deliver annual status reports on the progress, activities, expenses, and budget for the activities of the following year. After the project period, the initiatives must formulate a final evaluation containing, as a minimum, a thorough description of the development and implementation of the overall objectives/targets in the project.
Funding: 9 million DKK.
Outcome: The project is still in effect.
2019-2022: Fit for Kids
Time frame: 2019-2022
Type of measures: Fit for Kids is a weight loss programme for children between 7 and 15 years old and their families. The programme includes diet guidance in the home, twice weekly training for children and parents, parent coaching, a motivation programme and social events with prizes.
Fit for Kids has a positive and appreciative approach to the children as well as a focus on successful experiences in the individual child, on socialising with peers and on having fun and being active together. The objective is to improve the health of the children.
A health professional assesses if the child would benefit from the programme.
Volunteers with an education in the programme drive the programme.
Inclusion of the family in achieving greater health.
Target group: Children, young people in the 7-15-year age group and their families.
Funding: DKK6 million
Outcome: The project has earlier been tested and shown great results. The project has expanded Fit for Kids to more municipalities. The project is still in effect.
Health education is primarily a topic covered in primary and lower secondary education. For example, The Danish Veterinary and Food Administration provides educational materials for all age groups in elementary school (and for adults), which is voluntary for schools to use. The materials include information about the dietary recommendations, the Keyhole Label, energy intake and consumption, vitamins and minerals, quizzes and assignments and meal plans. Health education is also included in some subjects in general and vocational upper secondary.
Furthermore, education institutions are obliged to provide healthy education environments that contribute to students’ well-being. The physical surroundings and the study environment affect students’ well-being. The décor of the classrooms and the education institution in general may contribute to the students’ well-being and their motivation to learn. Furthermore, according to the Act on Pupils’ and Students’ Teaching Environment (Undervisningsmiljøloven, LBK nr 316 af 05/04/2017), it is the responsibility of the education institution to ensure that the teaching environment is completely safely with regard to health and safety.
Health education in general upper secondary education:
In three general upper secondary education programmes, the subject Biology covers topics related to health education. Biology is mandatory in STX and HTX. In the two-year HF programme, the subject Biology is mandatory in one cluster of subjects.
The health topics addresses in Biology C level are:
- Physiology: overview over the human organ system, the structure and functioning of one organ, reproduction, and hormonal regulation
- Health, sickness, and medicine
See also < on the subject Physical Education and Sport. Besides physical activity, the subject covers theory on the relationship between physical activity and health/health lifestyles.
Since 2007, a ban on smoking covering for instance education institutions has been implemented. The smoking ban (Act on Smoke-Free Areas, Lov om røgfrie miljøer, LBK nr 966 af 26/08/2019) includes all three-year general upper secondary education institutions, which makes it illegal to smoke anywhere in the premises of the education institutions The objective of the act is to expand non-smoking areas and prevent the harmful effects of passive smoking.
Since the reform of general upper secondary education in 2016, upper secondary education institutions are obliged to conduct an annual survey on students’ well-being. The survey contributes to uncovering areas in relation to students’ professional and social well-being that are in need of special measures and follow-up.
In 2019, the Danish Evaluation Institute (EVA) published a report on students’ well-being in upper secondary educations. The report emphasises that it is a core task of the upper secondary education institutions to develop teaching environments and teacher–student relations that promote and support professional and social well-being of the students.
In order to support students’ mental health, upper secondary education institutions must offer support and guidance to students who fail to thrive and who are at risk of dropping out. The support can be in the form of mentoring, coaching, contact teacher, psychologist, etc. The person in charge of the support must have insight into guidance and measures to promote desirable behaviour and well-being among young people. The target group is young people who address staff/teachers directly or students who teachers identify as having problems in relation to well-being or retention.
Health education in vocational upper secondary education
Education in healthy lifestyles is part of the subject Society and Health in the first-year basic programme in the VET programmes. The students learn about healthy work processes, healthy lifestyles, hygiene, sexual health, including contraception, the body, gender, and identity. The subject is included in some VET programmes.
In preparatory basic education and training (FGU), the education is organised so that health, nutrition, and exercise are an integral part of all parts of the student’s education. The institution must provide one or more daily meals free of charge.
Vocational upper secondary education institutions are obliged to conduct an annual survey on students’ well-being. The survey contributes to ensuring and improving the students’ well-being and motivation to complete an education – and thereby reduce dropouts.
In 2007, a smoking ban was implemented. VET colleges and production schools that are not merged with a three-year general upper secondary education institution are not covered by the same rules as the three-year general upper secondary institutions. In VET colleges, it is not allowed to smoke inside the education institution. However, smoking outside is legal, and VET colleges can decide to arrange a smoking room where students are allowed to smoke.
The Ministry of Children and Education manages a digital learning platform, emu.dk, which provides teaching material and inspiration for teachers in primary to upper secondary level, as well as in adult education and continuing training.
Sex education is mandatory in primary and lower secondary education (folkeskole) but not at upper secondary education level. Some VET education programmes include the subject Society and Health (see above).
Furthermore, a sex education covering themes such as sexuality, gender, the body, and health can be included in the teaching in the following subjects: Biology, Social Science, Danish, History, Psychology, Philosophy, Physical Education and Sport, Culture and Society.
The NGO Danish Family Planning Association (Sex & Samfund) has developed free teaching material aimed at upper secondary education programmes. Furthermore, at the digital learning portal emu.dk, teachers can find inspiration and teaching material for sex education.
The Danish Family Planning Association runs a young-to-younger corps that offers sex education to primary, lower secondary, upper secondary, and special needs education programmes. The sex education is organised and managed by the NGO the Danish Family Planning Association (Sex & Samfund). The teaching covers the body, gender, sexuality, reproduction, contraception, etc. The teaching can take place at the Danish Family Planning Association’s locations or at the school. There is self-payment for schools using the Danish family Planning Association’s services, unless the municipality has entered into an agreement with the association.
The approach in the teaching is norm-critical and based on dialogue.
The Danish Health Authority collaborates with a range of other public authorities and private partners.
The Ministry of Health has the overall responsibility of health in Denmark, and the role of the Danish Health Authority includes offering advice to the Danish Ministry of Health and other governmental, regional, and municipal authorities in the area of healthcare, such as the Ministry of Children and Education, which is a top-level authority within the area of formal health and sex education in Danish primary and secondary schools. The Danish Health Authority also cooperates with the municipalities who have the overall responsibility for the prevention of diseases for all citizens in Denmark.
In relation to this, the National Board of Health has prepared a prevention package for sexual health in which recommendations for initiatives and special target groups are described. The purpose of the prevention package on sexual health is to support the municipalities’ work to increase sexual health and well-being among all citizens.
The Ministry of Health funds private organisations with expertise within different health areas.
Examples of partnerships receiving at least 50% public funding:
Danish Family Planning Association: Sex education in schools.
The Aids Foundation: Counselling and checkpoints.
Danish School Sports: Healthy children move the school. A programme with six measures to promote physical activities among children and young people in primary and secondary schools.
Partnership to prevent the sale of tobacco to young people: In 2017, a partnership was established in order to prevent the sale of tobacco to young people below the age of 18. According to the Act on the Sale of Tobacco and Alcohol to People Below the Age of 18 (Lov om forbud mod salg af tobak og alkohol til personer under 18 år, LBK nr 964 af 26/08/2019), it is illegal to sell tobacco to young people under 18 years of age. Among other initiatives, the members of the partnership share the initiatives they launch in order to prevent the sale of tobacco to minors. The partnership consists of the Danish government and the Danish retailers.
The Council for Healthy Food – Eat Healthier DK: In the Council for Healthy Food, members collaborate towards healthier eating habits in Denmark. The council mobilises all efforts for a national effort for healthy food and healthier meals. The council was established in 2018 and brings together relevant actors and initiatives for healthy food and meals across sectors. For instance, the council will ensure the coordination of larger programmes, set the agenda and raise awareness of food and meals and create an overview of the many different initiatives within food, meals and health and create a platform for collaboration. The council receives 65% of its funding from public funds and 35% from member organisations. The council has yet to release its first action plan; however, the strategy indicates a strong focus on children and youngsters, day care institutions and schools.
The Danish Food Partnership for Health and Climate: The Danish Food Partnership for Health and Climate was founded in May 2019. The purpose is to make a difference through product innovation, availability and the promotion of healthier and more climate-friendly foods so the healthy and climate-friendly choice will be the easy choice. The target group is the entire Danish population, including children and young people. There are currently more than 100 partners, for example retail, food service, food producers, health organisations, interest organisations, the Danish Veterinary and Food Administration and education and research institutions. The main focus is to increase availability within a broad range of food categories and to endorse a holistic reformulation focused on a more holistic approach. The partnership is fully publicly funded.
Raising awareness on healthy lifestyles and on factors affecting the health and well-being of young people
According to the Danish Act on Health (Sundhedsloven, LBK nr 903 af 26/08/2019), the Danish Health Authority (Sundhedsstyrelsen) has an information obligation to the public, the Ministry of Health, and to the healthcare authorities in general.
The task is to impart knowledge to the population and the authorities on the population’s health status, risk factors, and prevention (e.g. an unhealthy lifestyle), and to promote structural, preventive interventions that can support healthy choices.
The Health Authority formulates health promotion packages within several areas, for instance tobacco, alcohol, physical activity, and sexual and mental health. The material presents evidence-informed risk factors and recommendations.
The organisation the Danish Family Planning Association (Sex & Samfund) runs two counselling services on sexual health:
- Private Talk: A counselling service for young people in the 10–15-year age group. The service consists of both a telephone line and a chat forum.
- Sex Line: A counselling service for young people in the 15–25-year age group. The service consists of both a telephone line, a chat forum, and a problem page.
The organisation provides online information aimed at children, young people, and adults about sexually transmitted diseases, contraception, sexuality, puberty, social media, the body, and boundaries. The organisation also runs a contraception and counselling clinic in Copenhagen. Trained nurses and medical specialists advise young people and provide free treatments. The organisation the Aids Foundation also provides information on sexual health. It has three checkpoints in the three largest cities in Denmark: Copenhagen, Aarhus, and Odense. At these checkpoints, specific target groups can be tested anonymously and freely for sexually transmitted diseases, for instance HIV. The target groups are:
- Young people in the age group 15-29 years
- Women who have sex with women
- Men who have sex with men
- Trans persons
- Migrants from countries with a high prevalence of HIV
- Persons with HIV
The target groups can also receive counselling sessions provided by the checkpoints. The counselling can be in the form of face-to-face consultations or over the phone by the use of the checkpoints’ hotline. Furthermore, some municipalities in Denmark have established special ‘youth clinics’ (UngMod) that offer advice and guidance on sexual health and psychosocial well-being to young people aged 12-25 years. Youth-targeted information campaigns
Every year, the Danish Health Authority conducts a number of information campaigns to focus on some of the most common risk factors having a major impact on public health, for example alcohol, physical activity, tobacco, and sexual health.
The Danish Health Authority also runs information campaigns aimed at more specific target groups.
The purpose of these information campaigns is to provide the citizens with a basis for making decisions about their own health behaviour and offer them directions for action, for example to stop smoking. The campaigns also contribute to a change in attitudes and behavioural changes. The information campaigns create visibility and help set the agenda.
The Danish Health Authority co-funds a number of private organisations that provide information aimed at young people regarding sexual health.
The Danish Health Authority co-funds a number of private organisations with expertise within the area of health. In relation to young people, the organisations the Danish Family Planning Association and the Aids Foundation often run campaigns about sexual health.
The Danish Health Authority runs ad hoc and recurrent campaigns:
Much More Presence (Meget mere med), 2018. The campaign focuses on alcohol consumption among 16–20-year-olds. The Danish Health Authority produced posters, PowerPoints, films, and material that could be used on Facebook, and municipalities could use the material in local campaigns. Besides the campaign material, the Danish Health Authority formulated different promotion strategies that the municipalities could make use of.
But Why, 2017–2020. The campaign aims to prevent young people in the 14–19-year age group from starting smoking. The Danish Health Authority has cooperated with 11 influencers who have produced YouTube videos about why they do not smoke. The Danish Health Authority also produced spots to Spotify and campaign films for social media and cinemas. In March 2018, the campaign website butwhysmoke was launched, targeting parents with children in the above-mentioned age group.
The first round of the campaign has been evaluated, and the evaluation shows a drop in young people’s wish to start smoking.
Music Against Drugs and Less drinking – More Partying
Since 2003, the Danish Health Authority has cooperated with festivals and the interest organisation of Danish music venues Danish Live. The campaign focuses on regulations of serving of alcohol and limiting the use of alcohol. Each year, the campaign is evaluated.
Get Moving. From 2003 to 2017, the Danish Health Authority ran a campaign to help children and young people to be more active. The main objective was to promote the Danish Health Authority’s recommendations on physical activities among young people and children and to make more children and young people physically active. The campaign consisted of features on Facebook with inspiration to physical activities during weekdays. The website of the campaign, getmoving.dk, also presents the Danish Health Authority’s recommendations on physical activity, short videos, and an inspiration catalogue.