Danish Cancer Society & Trygfonden

Party Crashers

PROBLEM

Danish youth hold a sad European record in binge drinking. A staggering 40% of Danish 15-16-year-olds report having been intoxicated within the last 30 days. A sad fact for an NGO like The Danish Cancer Society, as alcohol increases the risk of cancer and more than 200 other diseases.
So how could we get the Danish youth to drink less?

IDEA

Unfortunately, most young people know all too well the feeling of regret the day after binge drinking. 25% have kissed someone they regretted, and 23% have regretted messages they sent while drunk. So, to curb binge drinking and reduce these regrets, we launched a campaign based on young people's own experiences with drunk-related regrets and cringe-worthy moments.

Party Crashers follows a young man who is confronted with the worst drunk versions of himself in the span of one surreal night, asking the question: If you could see yourself when you’re drunk, would you act the way you do?

RESULTS

• 23% are now considering drinking less.

• 70% have reflected on the downsides of drinking too much.

• 63% ad-recall within just two week.