IQ – campaign for conscious alcohol choices
Posters and guerrilla installations for IQ, a subsidiary of Systembolaget, where young adults encounter alcohol norms – nightlife, concerts and festivals.
About IQ
IQ is an independent subsidiary of Systembolaget, the Swedish alcohol retail monopoly, founded in 2005 with the mission of helping young people under 30 make conscious choices about alcohol and reduce the risk of alcohol harming themselves or others. Through knowledge, communication and norm-critical campaigns – such as the TikTok drama series Ruset, podcasts like Fyllepodden and digital tools such as Alkoholprofilen – IQ works to make visible and question prevailing alcohol norms in society. Since the start, IQ has certified more than 1,300 local initiatives around Sweden that have helped prevent alcohol-related harm, with a particular focus on meeting young adults where they actually are – digitally, socially and in everyday life.
The campaign
StreetPromotion took IQ’s message into physical space – to the places where young adults actually encounter alcohol norms in practice: nightlife, concerts, festivals and social meeting places. Through posters and guerrilla installations in environments with a strong presence of the target audience, we created a message that met young people in the moment rather than after the fact – a way of “turning up the volume” on an issue that otherwise easily goes quiet amid social expectations.
Result
The campaign helped extend IQ’s digital presence into the physical city, and reinforced the message of conscious alcohol choices in the places and situations where norms are actually set.
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+46 704 98 22 62 info@streetpromotion.seKlippgatan 11, 116 35 Stockholm, Sweden