From 20-22 January 2025, Copenhagen hosted an inspiring study visit, bringing together partners from around Europe to explore how the Act-Belong-Commit (ABC) model has been successfully implemented in Denmark—the first country outside Australia to adopt and adapt it to its own needs, and beyond. The event, hosted by DGI, focused on implementation strategies, local adaptations, partnership-building, and the sustainability of mental-health-oriented initiatives.

A Danish Success Story

Denmark was the first European country to embrace the ABC model, initially developed in Western Australia in the early 2000s. Since its introduction in 2016, the Danish adaptation has grown remarkably, expanding from just five partners, to more than 90 today. The study visit provided an opportunity to learn from this successful journey and the challenges along the way.

Vibeke Jenny Koushede, Dean and Professor at the University of Copenhagen, shared insights into how ABC became established in Denmark, beginning with a conference in 2014 when she and her colleague, Charlotte Meilstrup (one of the researchers working in the ABCs for Mental Health project), first heard about it. Intrigued by its potential, they arranged to meet and learn more from Robert Donovan, the founder of ABCs for Mental Health. The idea seemed simple and turned out to be relevant to Danish society, but the implementation was a complex process.

The Dean emphasised the role and importance of the research and the partners who supported the project from the start. She also explained that working with different stakeholders can be both rewarding and challenging, as managing the interests of various partners requires careful coordination. To address this, Denmark introduced an evaluation system to ensure mutual benefits and reduce dropout rates.

The Growing Partnership

At its core, ABC promotes mental well-being through three fundamental pillars: Act (stay physically and mentally active), Belong (build and maintain social connections), and Commit (engage in meaningful activities). Originating in the early 2000s, ABCs for Mental Health remains, to this day, the country’s longest-running mental health promotion campaign.

Since 2016, when the model was introduced in Denmark, it has been developed through collaborations with municipalities, schools, and numerous organisations across sectors.

In September 2024, the International Sport and Culture Association (ISCA), together with partner organisations from Denmark, Estonia, Italy, Poland, Sweden, and Ukraine, launched an international project to expand the ABC model's reach across Europe.

The idea is simple, but the key to successful implementation is adapting ABC to the local context. While the programme provides a clear framework, its strength lies in its flexibility and finding what works in each unique setting.

Taking ABC for a Walk

The study visit started with an engaging activity: a guided walk through Copenhagen. But this was no ordinary sightseeing tour. Using the so-called  "nip-nap" game (name derived from Danish, referring to the paper-folding game), participants were encouraged to ask each other questions about life goals, personal challenges, or motivations—and through that, build connections and, who knows, maybe future friendships. The experience showed how simple activities, such as organising a common walk or taking a maths class outdoors, can align with the ABC principles. A standout example came from FGU schools, where educators actively involve students in shaping activities that support their well-being. Their key lesson? “Know your audience,” pointed out Morten Stouenberg from FGU Vestegnen. “Ask students what they need, rather than imposing what you think they may need.”

Global Insights

Participants had the unique opportunity to learn about the origins of ABCs for Mental Health from its founder, Robert Donovan. He explained how rising mental health costs in Western Australia led to a key question: Could mental well-being be promoted as effectively as physical health? Research revealed that while people understood the traits of a mentally healthy person—such as happiness, resilience, and emotional stability—they lacked a clear path to achieving them. The ABC model brought these ideas together in a simple, practical framework.

Over the years, ABC has consistently maintained high public interests. However, as the audience and communication landscapes evolved, the campaign also had to adapt to remain relevant and impactful. Christina Pollard from Curtin University and her team explained how ABC evolved over time, what strategies were used to sustain engagement, and outlined the ongoing efforts to build strong partnerships that keep the campaign going.

Further inspiration came from the Faroe Islands and Norway, both of which highlighted the true adaptability of ABC. In the Faroe Islands, despite language barriers (since there is no ‘C’ in Faroese), the programme has gained strong support, with over 30 partners and a clear link between ABC scores and reduced stress, becoming visible in research. In Norway, the success in securing national funding showed how political support can play a key role in driving meaningful, large-scale change.

Inspiring insights were also shared by Slagelse and Kalundborg Municipalities representatives, who explained how the ABC model can be tailored and implemented within different community contexts. Their experiences highlighted the importance of grassroots organisations in driving mental health initiatives.

Taking Action

After two days of observing and learning, it was now the participants' turn to take action and reflect on how to apply what they had learned to their implementation processes. DGI and Psykiatrifonden guided the partners through workshop activities, encouraging them to consider the context, opportunities, and challenges within their organisations.

As the workload was getting heavy, we made sure to remain kind to ourselves and decided to do something, do something with someone, and do something meaningful—following the principles of the ABCs of Mental Health project. The group dance, with a touch of choreographic challenges, ticked all the boxes.

When participants left Copenhagen, one final reminder of ABC’s place in daily life was captured in a photo taken by our Italian partners at the airport—signs for gates A, B, and C serving as an unintended but fitting metaphor.

The ABCs of Mental Health are everywhere - it’s simply a matter of recognising and embracing them.

 Is ABC a state of mind? It should be!

Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Education and Culture Executive Agency (EACEA). Neither the European Union nor EACEA can be held responsible for them.