Roskilde Festival- Northern Europe's biggest culture –and music festival is an ongoing outdoor music event, sponsored by Carlsberg, held in the city of Roskilde. 165.000 guests visited the festival in 2009. Research has shown that Roskilde Festival is a place where many young people allow them self to party harder and loose a bit more control than normal
During this year's festival Carlsberg Denmark, Roskilde Festival and Danish Brewers’ Association raised awareness on responsible drinking. A young team of 25 persons handed out free water with messages on responsible drinking. Similar messages were shown on big screens at the festival, and on 165.000 official programs handed out.
Loose atmosphere, loose dialogue
Handing out water was a positive action that made it easy to pass along the responsible drinking messages. Using youth to youth communication was a success that made the dialogue more “loose”. Using the big screen made it possible to reach many of the festivalgoers with the message
This campaign is a good example of Carlsberg's strategy to develop local campaigns aimed at promoting responsible drinking
More information about the campaign can be found via
http://www.erduklar.com/default.asp?pid=118