2014 set a tragic record. More people drowned in Sweden than in any other year in the last decade. Water-related accidents cost more lives than road traffic accidents. Most victims were men and had consumed alcohol. To showcase alcohol impairment, we asked a world-famous synchronised swimming team to perform their routine. Drunk. The team also represents those most likely to drink and dive in Sweden – middle aged men.
With the objectives to save lives and raise awareness, we launched the campaign a week prior to midsummer, a holiday closely connected to both drinking and swimming.
During midsummer week, it was one of Sweden’s most viewed videos, with over 1.1 million views to date and people all over the country pledged not to drink and dive through a successful Thunderclap. We partnered up with beer and wine producers who put the Don’t Drink & Dive label on their bottles, restaurants joined and more stakeholders followed.
The topic became of global interest. Over 300 articles in more than 25 countries covered the story, resulting in a total reach of 250 million.
In a follow-up survey,1 in 5 Swedes stated they had seen or heard about Don’t Drink and Dive and the general secretary of the Swedish Life Saving Society declared that the initiative could save lives. It most probably did. During the campaign period the number of drowned men decreased by 39 %.
The Brief
Ahead of the launch of the campaign we conducted a survey examining public attitudes to water safety. It stated that nearly half of Swedish men think it’s OK to drink alcohol in connection to a summer swim. One of ten Swedes have been out swimming or bathing thoroughly drunk at least once during the last two years, and one of five admit to doing so after consuming ”a little bit” of alcohol.
The natural goal for the campaign was therefore to save lives. But we also had awareness goals as well:
• Raise awareness in traditional and social media: 100 articles
• Video views: 100,000
Execution
We launched the campaign a week prior to midsummer, a holiday closely connected to both drinking and swimming.
On a microsite we presented the film along with facts and statistics for individuals, businesses and NGO's to find information about the issue.
National and international media, opinion leaders and potential partners received information about the campaign. Social media was used as a tool to spread the film both organically and through sponsored ads.
Beer and wine producers put the Don’t Drink & Dive label on their bottles - restaurants joined too and more stakeholders followed.
The campaign ran for two weeks but it was prolonged organically by shares and media picking up the campaign all over the world.
Output/Awareness: The topic became of global interest. Over 300 articles in more than 25 countries covered the story, resulting in a total reach of 250 million.
Knowledge/Consideration: During midsummer week, it was one of Sweden’s most viewed videos, with over 1.1 million views to date. People all over the country pledged not to drink and dive through a successful Thunderclap.
Action/Business Impact: In a follow-up survey after the finish of the campaign, 1 in 5 Swedes stated they’d seen or heard about DD&D and among the people who had seen the film it is more common to state that no alcohol is ok to consume before a summer swim (53 %).The general secretary of the Swedish Life Saving Society declared that the initiative could save lives. It most probably did. During the campaign period the number of drowned men decreased by 39 %.
The Strategy
To showcase alcohol impairment, we asked Stockholm Konstsim Herr – synchronized swimming world champions and middle aged men – to perform their winning routine. Drunk. They were filmed for the short documentary Don’t Drink and Dive (DD&D).
Context: Most of the drowning victims were middle-aged men and the majority of them had consumed alcohol – coincidentally the group least receptive to advice.
Targeting: Our aim was to specifically target middle-aged men and their families and relatives. We also had a bigger perspective where we aimed to reach the general population to change attitudes towards swimming drunk.
The documentary was filmed under the supervision of the Swedish National Swimming Team’s doctor, two lifeguards from the Swedish Life Saving Society and a certified rescue diver. We also conducted focus groups with middle-aged men prior to launch to fully understand how we best could approach the target group.