CSR projects by Alko, the Finnish state-owned alcohol retail monopoly.
Alko takes part in many CSR activities, some of which are directed at young people. However, in recent years these projects haven’t been traditional information programs targeting schools. Rather Alko is funding and supporting civil society organizations working with young people.
Between 2021 and 2025, we found three projects aimed at young people. The first one, the Harold Game, is the only more traditional information campaign aimed at children that warns about alcohol harms. The other two are projects are with organizations that help young people in vulnerable positions or suffering from loneliness, and not directly connected to alcohol.
1. The Harold-game and Let’s Talk About Substances -podcast
This project was carried out in 2021 by Alko, the Finnish government-own alcohol retail monopoly; 10–12-year-old children (Grades 4 to 6) and their parents are the target group; the materials are still available.
The Harold-game is a free online educational game that encourages children and young people to make choices that promote well-being and health in their daily lives. In addition, the game provides information on the harmful effects of energy drinks, tobacco products, and alcohol. The game can be used in schools and at home.
The “Let’s Talk About Substances” podcast is a resource for parents of elementary school, in which health and substance abuse education experts offer parents tips on how to talk to their school-aged children about substances. The podcast is based on real questions asked by children and addresses the themes covered in the Harold game.
Links to the projects: https://koulutuselamaan.fi/fi/lapsille-2/harold/ (Harold-game, in Finnish) and https://koulutuselamaan.fi/fi/vanhemmille/puhutaan-paihteista/ (Podcast, in Finnish)
The following organizations are involved:
*Life Education Finland: A foundation that runs a comprehensive health education program for children and young people aged 3 to 13, with a focus on physical and mental well-being.
*A-clinic foundation: A foundation that works on research and prevention of addiction harms in Finland. Their focus is on planning and production of this project.
*The Finnish Parents’ League: A parent community and expert organization that supports children’s growth, learning, wellbeing and sense of community in nursery schools, schools and upper secondary institutions.
*Awareness Recreated: A company that makes games and apps for education, mental health and sustainable lifestyle.
There is no feedback or any critical comments been provided on the project and there is no evaluation available.
2. Mahis (Opportunity is in You)
This project of Alko is funded by the Finnish Ministry of Social Affairs and Health. The project was active from 1998 until 2025. The Youth Academy Finland was involved. It’s an organisation that promotes youth participation by collaborating with schools, educational institutions, businesses and communities.
The target group of Mahis are young people, 13-17 years old, in vulnerable positions, for instance, low income, immigrant background, alcohol use, difficulties in learning, loneliness, health issues or otherwise defined by the instructor. Mahis is a low-threshold tool to support the wellbeing of these young people through promoting their participation and inclusion in society and strengthening their feelings of being able to control their own lives. It helps prevent youth marginalization and offers meaningful leisure activities.
The project has supported youth-driven projects, trained group instructors, and organized group activities for young people. Alko has funded the project for 24 years. Alko has offered Mahis group instructors the opportunity to participate in the “Fragile” drama workshop training, which enabled participants to lead drama workshops for young people.
Link to the project: https://nuortenakatemia.fi/en/youth-academy/national-projects/youth-work/mahis-opportunity-is-in-you/ (with an English summary)
There is no evaluation of the project.
3. Work to belong
This project is funded by the European Union (‘Next Generation EU) since 2021. Also involved in this project is HelsinkiMissio, a politically and religiously unaffiliated social organization which aims to reduce loneliness and increase well-being. Also some other companies and higher education institutions are involved. The target group of the project are young adults, students who are entering working life and are at the start of their careers.
Work to belong aims to reduce the isolation and loneliness experienced by young workers and students by strengthening their sense of inclusion and belonging in the workplace. Training sessions and workshops are organized and offered conversation help young people suffering from loneliness. It developed an online tool for working places, educational institutions and other organisations to tackle workplace loneliness.
Alko has been involved in the project since 2021, as part of testing and developing the program’s tools and using the program to reduce loneliness among its own staff.
Link to the project:
*https://www.alko.fi/fi/alko-oy/uutishuone/alko-mukana-work-to-belong-ohjelmassa (in Finnish)
*https://www.helsinkimissio.fi/work-to-belong/ (in Finnish)
Evaluation:
A report was published of the general outcomes and feedback from the project. https://www.helsinkimissio.fi/wp-content/uploads/2025/12/Work-to-Belong-hankkeen-tulokset-2025.pdf (in Finnish)
In summary, the Work to Belong program was reported to achieve its goals: young people’s and workplace communities’ knowledge, motivation, and ability to address workplace loneliness increased measurably. The online tool is being rolled out to educational institutions, workplaces, and occupational health professionals nationwide.