This project is the result of a partnership that has existed for 15 years: euPrevent Addiction. In the past, the partnership took the form of a permanent work-group and steering committee, which the partners have now placed within euPrevent Foundation. In 2014, discussions started about how useful the innovative approach known as the social norm approach (SNA) could be in the EMR. It was clear at the time that current prevention activities, their existing content and the substance of the message often did not stroke with the perceptions and expectations of the target groups. The problematic consumption of addictive substances acts as a considerable impediment to functioning in society and to social integration, and affects the quality of peoples lives in the EMR. For the record, addiction is only a small part of the problem, as the health gains of reduced alcohol consumption are much broader. Furthermore, demographic developments in the EMR are leading to a growing number of older persons with alcohol-related health problems. This makes maintaining the productivity of young people all the more important. From a health–economic point of view, the assumption is that increasing costs due to alcohol-related diseases among the elderly will have an enormous impact on health care systems in the EMR. The main target group is people living in the EMR, more specifically, however, young persons (12–26-year-olds) and older persons (55+ years). The objective is to achieve a better quality of life for these target groups by improving addiction prevention. To date efforts have comprised of information and brochures: people are informed about the dangers of abuse. In addition, prevention activities are organised that have a positive way of presenting an alternative to using addictive substances. Within the framework of situational prevention, moreover, campaigns are used in an attempt to maintain statutory requirements. It seems, however, that some target groups are still not being reached adequately; for instance, young people in rural areas and elderly persons living in isolation, are still largely beyond the reach of current preventive efforts. More recent research ( Van Hal, Glider et al., 2001, Gomberg et al. 2001) show that people harmfull consumption patterns often have erroneous perceptions: they think their behaviour is in keeping with the general norm in society. Our regional surveys among young people show that a 4% euro-regional average of young people take cannabis, and they think their consumption is the same of that of the majority of their peers. This leads to an erroneous opinion of their own health risks and their consumption. The experience of members of the euro-regional work-group shows a similar erroneous perception among the target group elderly persons in respect of their consumption of alcohol and medicines. The partners currently want to use their experience and the SNA method to tackle the above-described challenge. An inventory of the consumption of addictive substances by the elderly target group will first be drawn up in order to get to know them and their probable problems. Once the inventory of the problem has been completed, solution options will be elaborated upon and implemented throughout the euro-regions. This will involve making use of thesis supervisors, but we will also discuss the social significance of consumption and the general quality of life and independence of the elderly. A similar method will be used for young people. A survey will be held among young people, asking them for their opinions of themselves. As studies of young people were carried out in 2001 and 2013, we already know the pattern of consumption of young people. The next step will be to compare reality with the norm as perceived by young people. We will then present the most striking differences to the young people. This will bring them face-to-face them with a picture of how they see themselves and what they think about themselves. Recent British, Swedish and Dutch research (Foxcroft et al. 2015, van Bockhorst et al. 2017) proves the feasebility of SNA-projects. Cooperating across borders enables us to join forces and bundle our experience. By allowing us to learn from one another and together, the cross-border network extends our synergistic potential and promotes further development by extending the group. In our daily work it has also massively reduced our tasks, which is extremely efficient, as tasks can now be divided among us. The long-term goal is to support policy objectives in the field of public health in the EMR, to inspire the population to live healthily and to maintain the existing good working relationship as well as reinforcing it with new partners. In this respect it seems that SNA, which is being euro-regionally tested in this project, can be put to broader use in other health care problems in the EMR.