In 2024, the campaign focused on the broader impact of alcohol consumption, not just on the individuals drinking, but on their friends, family, and society as a whole. The visuals were created using a dark, ominous illustrative style.

In 2022, as society emerged from the Corona pandemic, a time during which alcohol consumption had increased, the campaign encouraged people to reflect on their relationship with alcohol and consider the impact it may be having on their family and friends.

In 2019, the campaign focused on the effects of alcohol consumption before or during working hours, highlighting the problems it can cause in the workplace, from reduced performance to serious safety risks.

In 2017, the campaign centered on alcohol consumption before or during travel, with a focus on driving, cycling, and using public transport. It highlighted the risks and consequences of impaired mobility and promoted responsible behavior on the road and in transit.