Drunk - You're a Fool - Campaign 

Launched by the Finnish Brewing and Soft Drinks Industry, the “Drunk – You’re a Fool” ads ran in the press, TV, posters and online for over a year, winning a host of national and international awards. Many of the media companies involved provided media space free of charge.

GETTING THE MESSAGE ACROSS 
Using blunt, straightforward language and arresting imagery, the campaign highlighted the problems of binge and under-aged drinking in a society where they are seen as an acceptable part youth culture.

The project received massive public attention and opened a national debate on the problem. Media conferences were organized at which professional researchers addressed the subject and celebrities were invited to discuss the problems of binge drinking.

The campaign can still be seen online. 

Carlsberg Group is committed to responsible drinking policies and supports efforts to discourage binge and underage drinking. It is company strategy and forms a fundamental aspect of our world-wide Corporate Social Responsibility program.