Say no to the one you love the most

Systembolaget's mission is to inform the public of the risks of alcohol, provide good service but also sell responsibly. This is why Systembolaget needs to think and act differently. What is most important to them is not the products on the store shelves, but all those people on football fields, in kitchens, at work or on park benches. They are someone’s partner, someone’s neighbor or someone’s aunt,

It is out of consideration for all these people that makes Systembolaget act differently.

Say no to the one you love the most.

Almost 90% of all underage dealing of alcohol, in Sweden, is done by a parent, older sibling or other close adult. Almost all of them say they do it to maintain the relationship, to avoid fights or that the underage would still get hold of it somehow. At the same time research shows that every second teenager abstains from alcohol if they receive a no from someone they know. A no means something, so say no to the one you love the most.

Results:

59% said the campaign was believable.
The percentage who claimed dealing to the underaged was ok went down from 15% to 13%.
21% felt Systembolaget’s state run monopoly as something positive, after the campaign.