ABSTRACT
In Slovenia harmful and hazardous alcohol use are among the biggest public health problems. To ensure synchronised strategic actions a thorough and systematic stakeholder approach that would encourage different actors, who shape the physical and symbolic environment of alcohol consumption in the country, was needed. Slovenia had been lacking such an approach. This chapter presents a case study of a stakeholder approach in addressing this gap, inspired by upstream and midstream social marketing principles. It describes a process for identifying key stakeholders who shape the alcohol issue in Slovenia and explains some differences in their opinions about how alcohol-related problems should be addressed in the country. The chapter also presents stakeholders that MOSA focused on in the first stage of the project, namely NGOs, research institutions, and parties in the Ministry of Health, who are crucial in selecting, financing, designing, implementing, and evaluating interventions on micro, mezzo, and macro level for addressing alcohol consumption in Slovenia.
