Danish Cancer Society

Are You Pushing the Sausage?

PROBLEM

9 out of 10 young Danes have been peer pressured to drink more alcohol than they intended.

IDEA

To nudge this behaviour in the right direction, we demonstrated the absurdity of ‘drikkepres’ (peer pressure to drink) by replacing the drinks with… well, sausages.

RESULTS

• 54% less peer pressure

• 2100% higher engagement rate than benchmark

• 61% organic reach