Forsman & Bodenfors' project Level .06 managed to do what countless government campaigns across the world have failed to do: Getting heavy drinkers to consume less alcohol.
Instead of just telling people how to behave, the team at Forsman & Bodenfors made it easier for those who already wanted to change their behaviour. It can be hard to do - and almost impossible if you don't have a clear goal.
Working with Systembolaget /The Swedish Alcohol Retail Monopoly, the team created an app to help people do just that. The project introduced a goal for people who want to drink moderately: keeping the blood alcohol content below 0.06 per cent. - that's the point where the positive effects of alcohol are at their peak.The app makes it easy.
And the project has had some tangible resulty. Within a few months the app had been downloaded by nearly a quarter of all smartphone owners in Sweden. And 24 per cent of the app's users have reduced their alcohol consumption.
To find out more go here
Agency: Forsman & Bodenfors
Copywriter: Johan Olivero
Art Director: Joakim Blondell
Interaction Designer: Johan Vingård
Agency Producer: Peter Gaudiano
Account Director: Leif Sorte
Account Manager: Jessica Sjölin
Production company: Monterosa
Media Agency: Carat