NHS launches ‘call it out’ campaign ahead of busy festive and Up Helly Aa season
ALCOHOL, behaviour, call it out – NHS Shetland has launched a community-wide campaign urging people to help others stay safe over the busy festive and Up Helly Aa period.
The ABC campaign encourages people across Shetland to know their limits and drink safely, recognise how drink can impact their behaviour and to “speak up when something doesn’t feel right”.
It comes ahead of increased levels of drinking associated with Christmas, New Year and the packed fire festival schedule.
NHS Shetland said the campaign had been developed in partnership with local organisations, and follows a rise in reported sexual assaults during the 2025 Up Helly Aa season.
It urges everyone to recognise unwanted behaviour and to challenge it safely.
The health board said data collected through Shetland’s sexual assault response coordination service (SARCS) showed the importance of addressing alcohol-related behaviours.
NHS Shetland and partners created the ABC campaign in response to these findings, focusing first on general festive wellbeing before expanding into targeted work during the Up Helly Aa season.
Video messages featuring local Shetland voices will be released across social media, and bars, pubs and clubs are encouraged to share campaign materials, posters and advice with their customers.
Throughout the winter period the ABC campaign will share practical guidance on:
- Drinking within low-risk guidelines
- Looking after friends and being a responsible host
- Staying safe on nights out
- Planning ahead and arranging safe travel home
- Knowing where to find local support
NHS Shetland chief executive Brian Chittick said this was an “important moment” for Shetland to come together as a community.
“We want everyone to enjoy the season safely, support their friends and relatives,and feel empowered to call out behaviour that isn’t acceptable,” he said.
“Together, we can look out for one another.”
The police’s Shetland area commander Chris Sewell said it was clear that drinking could lead to a spike in harmful or unacceptable behaviour.
Help keep Shetland’s news open to everyone
Good local journalism takes time, care and people on the ground. Membership helps us keep reporting the stories that matter to Shetland — and keep them free for everyone to read. Members get a weekly newsletter created especially for them, local ads only, and can bookmark stories and join the conversation in the comments.
Already a member? Sign in.
“The ABC campaign is a timely reminder that everyone has a part to play in preventing harm – by knowing your limits, recognising unacceptable behaviour, and calling it out safely,” the chief inspector said.
“Police Scotland will continue to work closely with partners in Shetland to keeppeople safe and ensure everyone can enjoy themselves responsibly.”
People can visit the ABC campaign website here.
Keep Shetland’s news open to everyone
Your membership helps us report the stories that matter to Shetland — and keep them free for everyone to read.
Already a member? Sign in.
