This national campaign aimed to promote effective behavioural change and responsible drinking patterns amongst people 18 to 25 years. During weekends Carlsberg, the Danish Brewers Association and 7000 volunteering adults of the Nightowls put responsible drinking on the agenda through this campaign. A central problem to underage drinking is that young people think that other young people drink more than they do in reality and imitate that behaviour. The focus of the campaign is partly based on the social norms approach, whereby focus is placed on bringing to people's attention how the majority are behaving, and thus the positive aspect of going to parties.
Hearing it from your peers
Research has shown that behavioural change is more effective when the messages come from your peers. Therefore material has been produced that young adults can share in the nightlife, with the message to drink responsibly - and therefore be nicer. Research has also shown that behavioural change is more effective when the sender is focusing on the behaviour of the majority and making that visible to the target group. That "Social norms method" is used in the communication to both young adults and their parents.
The national campaign ran from April to June 2009. The main challenge was to address young people with a message about a serious topic at a time and place where they are on their way to party and are focusing on other things such as dancing and having a good time. The tone of the message is to communicate with youngsters on an “eye level” and in a positive way. The purpose of the campaign is also to encourage girls to pass along the messages to boys.
Alcohol goggles
The campaign was created and developed by the Danish Brewers Association. The Nightowls offered the manpower to bring the campaign to the streets and the target group. They approach aim at young adults in the nightlife and provide the girls with behaviour changing material, to share with their peers - the boys, stressing the point that being too drunk is not nice. As an icebreaker and tool to start a dialogue the Nightowls challenged the target group to “walk the line” wearing alcohol goggles that simulates drunkenness.
The target group has been very positive to the campaign and the material that has been passed along in the nightlife. The Nightowls are calling the campaign a success. During and after the campaign a number of public organizations have contacted The Danish Brewers Association to learn more about the initiatives and asked for collaboration.
Some of the key outcomes of the campaign included
- 24,000 heart badges with the message: "You are so nice – as long you aren’t wasted" were handed out
- Using Alcohol-goggles simulating drunkenness are used
- 100 medias have brought news stories about the campaign
- 15,000 pamphlets were distributed to parents of teenagers.
- A campaign movie has been produced.
- The following 4 websites communicate the message: www.erduklar.com,www.klarsnak.com, www.bryggeriforeningen.dk and www.natteravnene.dk.
Carlsberg Denmark is committed to contribute to activities that promote the responsible consumption of our products in a clear and positive way.