Ministry of Health and Welfare and Korea Health Promotion Institute unveil 2026 public service ads urging Koreans to rethink drinking culture
The Ministry of Health and Welfare and the Korea Health Promotion Institute on Friday released two public service advertisements titled "Alcohol Has Nothing to Do with Relationships."
The two ads were produced to mark November's Alcohol Harm Prevention Month and to encourage more people to drink less — or not at all — during the year-end holiday season.
The first ad, "The Last Black Knight," playfully tells the story of a "black knight" — a person who drinks on behalf of others at social gatherings — who finds no role left after a new norm takes hold: one where it is perfectly acceptable to say "you don't have to drink." With no one left to rescue, the black knight ultimately disappears.
The campaign includes a 30-second main version, a 15-second cut featuring a mock retirement press conference by the black knight, and an extended version detailing why the black knight had to hang up the role. Each version is intended for different broadcast platforms.
The second ad, "Frequency, Not Proof," takes a more direct approach. It challenges the common assumption that drinking brings people closer together, arguing instead that strong relationships are built not through alcohol but through repeated meetings and genuine conversation.
Alongside the public service ads, the ministry is rolling out the full 2026 Alcohol Harm Prevention Month campaign.
The campaign will partner with content creators and influencers across various platforms to spread the slogan "Alcohol has nothing to do with relationships." It will also run an interactive online tool called the "Drinking Opportunity Cost Calculator," which lets users convert the amount they drink into alternative values, aiming to strengthen their resolve to cut back or quit.
Kim Han-suk, director general of the Health Policy Bureau at the Ministry of Health and Welfare, said the campaign focuses on shifting the long-held perception that alcohol is an essential part of building personal relationships. "We will continue our policy efforts to foster a social atmosphere in which choosing not to drink is respected, and to reduce alcohol-related harm by improving environments that encourage drinking," Kim said.
Kim Heon-ju, president of the Korea Health Promotion Institute, said the ads and online and offline campaign activities were designed to convey that the essence of good relationships lies in honest communication, not alcohol. "We hope many people will join the campaign during Alcohol Harm Prevention Month, and that their participation will translate into real commitments to drink less or not at all," Kim said.
Further details about the 2026 alcohol harm prevention public service ads and campaign are available through the Korea Health Promotion Institute's official website and Instagram account.
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