"Alcohol Has Nothing to Do with Relationships": Welfare Ministry Launches Year-End Campaign to Retire the Black Knight

Fostering a culture that respects the choice not to drink,
emphasizing the value of meeting and communicating over alcohol

The Ministry of Health and Welfare and the Korea Health Promotion Institute have released two public service advertisements titled "Alcohol Has Nothing to Do with Relationships" ahead of Alcohol Harm Prevention Month in November.

A key scene from the 2026 public service advertisement on preventing alcohol-related harm, “The Last Black Knight.” Ministry of Health and Welfare of Korea.

On October 30, the Ministry of Health and Welfare and the Korea Health Promotion Institute released public service advertisements to encourage people to drink in moderation or abstain during the year-end and New Year holiday season, ahead of Alcohol Harm Prevention Month in November. The first, "The Last Black Knight," tells the story of a so-called "black knight" who used to drink someone else's alcohol for them at gatherings, retiring as the considerate response, "You don't have to drink," becomes the norm. The second, "Frequency, Not Alcohol Content," uses striking visuals to convey that although people often mistakenly believe drinking gatherings bring them closer, good relationships are built through repeated meetings and communication, not alcohol. The ads encourage viewers to move beyond the conventional belief that drinking brings people closer and focus on the essence of relationships.

Kim Han-suk, director-general of the Health Policy Bureau at the Ministry of Health and Welfare, said, "This year's Alcohol Harm Prevention Month campaign focuses on changing the longstanding perception that alcohol is essential to interpersonal relationships." Kim added, "We will continue our policy efforts to foster a social climate in which the choice not to drink is respected, improve environments that encourage drinking, and reduce alcohol-related harm."

This year's public service advertisements were produced using generative artificial intelligence (AI) and are scheduled to be broadcast primarily through digital media starting in late October, ahead of Alcohol Harm Prevention Month in November.

Alongside broadcasting the advertisements, the Ministry of Health and Welfare will also launch the "2026 Alcohol Harm Prevention Month Campaign." It plans to promote the message "Alcohol Has Nothing to Do with Relationships" in collaboration with creators and influencers across various channels. It will also run an interactive online promotion called the "Drinking Opportunity Cost Calculator," which lets users convert their alcohol consumption into alternative values, with the aim of strengthening their resolve to drink in moderation or abstain.

Alcohol Harm Prevention Month refers to the period designated by the Ministry of Health and Welfare each November since 2008 to prevent incidents and accidents caused by drinking during the year-end and New Year season. During this period, promotional activities and campaigns raise awareness of various harms associated with drinking, including accidents, violence, crime, and disease, and encourage a culture of moderation and abstinence.

This content was produced with the assistance of AI translation services.