Swedes’ relationship with alcohol is a tricky one at best. Social context, traditions and new trends dictate how much and how often we drink – sometimes even if we don’t want to.

But to talk about how this affects us, how these unwritten rules influence our actions, is generally an avoided topic - a topic even frowned upon. This Alcohol Contract that binds us is widely accepted in Swedish society and to challenge it is very stigmatized.

To help Swedes rewrite these unspoken rules we literally brought them to life.

Through movies, SoMe ads, podcasts, and a set of tools shared via a Facebook page we urged our audience to reflect on their own behaviour and how they are affected or affect others.

The campaign was very well received, but the only number that matters is that more than 46.500 young men and women challenged and reviewed their own Alcohol Contract.

Which unwritten rules affect you?

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