Danish Cancer Society & Trygfonden

FOMO Forever

PROBLEM

More than half of 18-24-year-olds say they've experienced missing out on something they wanted to be a part of because of excessive alcohol consumption. 
How do we get young people to reflect on their unhealthy drinking habits?

IDEA

We decided to talk about something deeply terrifying to youths: FOMO (“fear of missing out”).  

And asked the hypothetical question: “What if you missed the one night your friends will remember forever?” 

RESULTS

• Engagement rate 900% above average.

• Average time spent with campaign message: 3 min and 18 sec.

• 60% ad-recall within just two weeks. 

• Made 57% reflect on their alcohol consumption.

• Got 19% wanting to drink less.