European Social Marketing Conference 2026

4. Inclusion, integration and community resilience

20 Minute Oral Presentation

Discover a 23-year longitudinal model that successfully converted high-risk alcohol consumption based New Year celebrations into a Milky Celebration. This was made possible by a Social marketing initiative that provides a culturally resonant alternative: saffron-almond milk during festivities. Learn how this grassroots initiative scaled from 500 to 7,500 liters of milk, serving 400,000 youth beneficiaries through multi-sectoral coalitions using, digital advocacy, building sustainable community partnerships to transform public celebration norms.