The SAFER/Euro Initiative, guided by the global SAFER initiative,  aims at supporting the implementation of the most effective alcohol policies across the WHO European Region according to the following principles:

  • Evidence-based interventions

These take into account the harms caused by alcohol on multiple aspects, including health, society, and the economy. Countries with a history of success in reducing alcohol harm are promoted across various policy domains by SAFER/Euro Country Ambassadors.
SAFER/Euro Country Ambassadors are senior politicians from SAFER/Euro countries who support and champion a vision of a WHO European Region free from alcohol-related harm. Their tasks also include:

  • Urge policy makers across the WHO European Region to increase their commitment to effective alcohol policies;
  • Lead in high-level international events on alcohol policy, where they disseminate key messages and inspire policy change;
  • Promote cooperation among SAFER/Euro countries;
  • Advise the WHO Regional Office for Europe on how to shape the alcohol policy agenda at European, national and sub-national levels.


  • Multisectoral approaches

Multisectoral actions are required to implement effective interventions. Sharing of technical expertise and guidance on how to overcome barriers for correct implementation is therefore promoted. In order to achieve this objective, the following activities are carried out:

  • The establishment of a network of countries committed to the WHO/Euro initiative;
  • WHO technical publications;
  • NCD Advisory Council tax share initiative and pilot studies.


  • Protection of public health policies

The integrity of the SAFER initiative is safeguarded through public health-oriented partnerships and the engagement of civil society, which can advocate for the implementation of evidence-based alcohol policies. These actions are supported during the WHO European Region SAFER week and through a year-round SAFER/Euro communication campaign.


  • Community empowerment

Communities across the WHO European Region are empowered to make an impact at a societal level.