Teen Drinking in Denmark

Background
Prior to studying abroad in Denmark, or anywhere in the world, one needs to prepare
themselves for a significant amount of culture shock. This phenomenon occurs when an
individual is immersed in a foreign culture to which they are unfamiliar and can take a long time
to overcome depending on the individual, their surroundings, and their network. The cultural
differences which with they struggle can range from major issues like driving on the left side of
the street to minor ones like not smiling at others walking down the street. Upon arriving in
Copenhagen, it was clear there were some significant differences between Danish culture and
American culture. A common theme we noticed was the significantly higher levels of
independence exhibited by Danish children. Whether leaving babies unattended outside of stores
and seeing them alone on public transportation, it is apparent that in Danish society, children
seem to be given much more responsibility and control over their lives as opposed to US culture.
For example, Danish teenagers tend to start drinking significantly earlier than American teens.
Before discussing our research, findings, and proposed strategic communications
campaign, it is critical that we establish an understanding of our target group in this study. In
researching our topic, we decided to initially frame our interview questions around the term
“underage drinking,” which is usually the phrase used in the United States when talking about
adolescents consuming alcohol before being legally old enough to do so. Because we used this
terminology -- which is not as common used here in Denmark -- several of our interviewees were
confused by our questions and felt unable to respond to them. We realized that this was because
in the United States the term “underage drinking” is loaded with negative connotations, and this
isn’t quite the case in Denmark. So, we decided to switch up the wording of our questions to
“teenage drinking,” which we defined as an age range of 13 to 18 years of age. After this, we
were able to get much clearer and informative responses from our audience. Thus, for the
purposes of this assignment, we will address our core focus group as “teenagers,” which will
refer to Danish youth ranging from ages 13 to 18.
For our strategic campaign, we decided to investigate how Danes view the topic of
teenage drinking in Denmark. Did they view it as an issue? How do these teens practice drinking,
if at all? Have they felt pressured to drink? If so, by whom did they feel most pressured? These
were some of the questions to which we sought answers. After conducting some quantitative
research we found that 87% of 13-18 year olds have have tried to drink alcohol at least once, and
half of them have tried it many times (The Danish National Council for Children). We also found
that 23 % of teenagers think that it is okay to drink so much that you can't remember anything
the next day (The Danish National Council for Children). Lastly, 20% think it is ok to get drunk
every weekend, but they also think that 54% of their peers think it is ok too (The Danish
National Council for Children). National Council for Children has recommended that the age
limit for purchasing alcohol be raised to 18 years old. The complicated age ranges for purchasing
alcohol in Denmark have been identified as a potential influence on the relatively high rates of
alcohol consumption among teenage Danes.
We also found that Danish teenagers tend to consume more alcohol than the average
European teenager. A 2015 study compiled and reported by the European School Survey Project
on Alcohol and Other Drugs (ESPAD) examined the drinking and drug-use habits of European
teenagers across 36 different countries. Their study showed that roughly 33% of Danish
teenagers had been intoxicated at least once in the previous month, compared with the average of
13% across the other countries surveyed, and 90% of Danish teens reported having easy access
to alcohol (ESPAD Group 2015). The study also found that 92% of Danish 17-18 year olds had
drank in the previous year; the European average was 80% (ESPAD Group 2015). Lastly, it was
reported that nearly every second student in Denmark reported “heavy episodic drinking in the
past month,” and that Danish teenagers recorded the highest intake of alcohol (9.3 centileters) the
last time they drank. The second highest intake was Estonia at 6.2 centileters (ESPAD Group
2015). A summary of this report noted that “the most striking thing about Denmark is that
reported alcohol use is extensive, as the other variables [about drug use and gambling] tend to be
below the ESPAD average” (W Christian 2016).
The same article that summarized this report made reference to Morton Grønbek, the
current head of the Department of Public Health at the University of Southern Denmark. These
high rates of teenage drinking can be attributed to two factors: accessibility and parental
involvement. Danish drinking regulations do not restrict purchasing to a strict age limit (such as
18 or 21 years of age) compared other countries. Although Grønbek finds this problematic, he
does not believe it explains the entire issue, he thinks there is a gap between Danish teens and
their parents. Grønbek told Metroexpress newspaper that even though -- in terms of drinking --
Danish teens are usually “leading the way compared to other nations, Danish adults don’t” (W
Christian 2016). He argues that when considering the amount of pure alcohol that Danish adults
drink, they are “roughly in the middle of the pack in Europe” (W Christian 2016). This was
important for our group to understand as it points to a current disconnect between teenage and
adult Danes in regards to drinking, as there seems to be little dialogue or interaction between the
two groups. Grønbek’s views actually aligned with some of our findings from the interviews that
we conducted during Core Course Week and ultimately point to a larger theme related to teenage
drinking in Denmark: parental involvement.
During our Core Course Week, we set out for about two and half hours and conducted a
handful of interviews (found in Appendix A) with local Danes ranging from 13 years old to
adults in their 50’s. The individuals we interviewed covered not only a breadth of ages but also
lifestyles. Some were students, others were parents; a handful were single, working adults living
in the city with no children or partner. Because we approached a wide age range in our audience
group in our interviewing process we were exposed to a number of different opinions on teenage
drinking in Denmark, as well as its consequences and how it has changed over time. Some Danes
found it acceptable -- even normal -- to start drinking as early as 12 years old. It is important to
consider that the participants who argued for this side were not just teenagers, but also adults.
Others, usually the adults closer to 50 years old, found it concerning. Several of them stated that
drinking has been made easier and, as a result, “crazier.” These anecdotal findings link back to
our previous research where we discovered that experts like Morten Grønbek attribute high rates
of Danish teenage drinking to easy access to alcohol.
Based on our interviews, and considering Grønbek’s insights about the gap between
Danish teenagers and adults when drinking, we did encounter a common theme: it seems that as
Danish teenagers begin and continue to drink alcohol, there is little involvement or discussion
with their parents about the topic.

Thesis
When we sat down to consult our research and choose a topic for our strategic
communications campaign, we knew that we needed to pick an issue that was both significant in
its focus yet manageable in size. There are plenty of problems in the world (and in Denmark) that
need to be solved, but the scope of these are so large that a campaign may be unattainable, or
worse, ineffective. On the other hand, some issues are so niche that bringing about change is
easy, but not necessarily significant. We knew that the topic of teenage drinking in Denmark was
too broad and that it would be difficult to approach it in a pragmatic matter. Simply
‘communicating more clearly’ is not enough to address the rate and age at which Danish teens
consume alcohol. So, we decided to target a component of the idea rather than the concept as a
whole. As such, we have decided to focus our strategic communications campaign on bridging
the gap between Danish teens and their parents as it relates to drinking. In this way, we can
address a very legitimate concern and remain effective instead of taking on a grandiose project
and spreading ourselves too thin, rendering the campaign unmemorable, incomplete, and
ultimately, ineffective.
Reflecting on our findings of qualitative and quantitative research, we have decided that
changing the teenager-parental drinking dynamic is a strong avenue around which to center a
communication-based solution aiming address a behavioral issue here in Denmark. Thus, for our
strategic communications campaign, the ultimate goal is to encourage parents to talk to their kids
in an effort to change the youth drinking culture in Denmark. We are focused on structuring a
campaign that seeks to promote parental involvement with their teenageer’s drinking habits that
supports discussions about drinking.
Having been teenagers ourselves, we understand that drinking (especially when under the
legal age) is a taboo conversation many teenagers don’t wish to share with their parents. We
found this in our interviews as well. Danish teens felt that discussing the matter with their
parents would be “awkward,” or that it would be pointless and unproductive. If the dialogue is
one that is framed as a warning or cautionary tale with intense undertones, it may prove to be
ineffective with teenagers as they could potentially feel awkward and consequently avoid any
further discussion with the parents. In other words, this is the opposite of what our campaign is
trying to achieve. These findings were key in helping determine the messaging and tone of voice
of our project.
As a result of these factors, we decided to center our campaign around the idea of turning
a potentially “awkward” conversation into “The Not Awkward” conversation that both parents
and teenagers won’t mind having, and the parents may even enjoy. The point of all this is to turn
it into a productive conversation. To do this, the campaign is intended to promote parental-
teenage dialogue which is relaxed, open minded, transparent, and positive. We believe that
fostering this kind of interaction between teenagers and parents has the potential to yield positive
behavioral change among Danish teenagers as well as strengthen their relationships with their
parents and open to door for further conversation about other issues or experiences that teenagers
live through. Creating an effective, thorough, sustainable, and well-communicated campaign
could be the key to creating real change within Danish teenagers that are edging towards a
culture of partying that has begun to concern older Danes.
The remainder of this paper is designed to walk step by step through our strategic
communications campaign. It begins with an explanation of the Campaign Strategy following the
Model A discussed in class (see Appendix B). It covers topics like overall purpose, target group
and activities. Then, it transitions into the Creative Concept based on the Model B discussed in
class (see Appendix B), which includes the supplemental creative campaign elements that will be
used to propagate the strategic communications campaign. Rather than providing a third,
separate section in which each component in analyzed, our group has decided to include any
analysis/explanations of our decisions as they are brought up in paper. We chose this option so as
to ensure the fluidity of the project and avoid any possible confusion when jumping from
segment to segment.

Model A -- Campaign Strategy:

Purpose:
Through our campaign we are primarily trying to encourage conversation with and
involvement of parents in the drinking lives of their teenage children. We want this to be done in
a positive manner where parents are not hovering over their children, but rather granting them
the same amount of independence that is common among Danish teens. If it feels as though the
parents have become constricting, then the campaign would be ineffective at propagating an
open and relaxed dynamic between parents and their teenagers. The end goal is to use the
campaign as a tool to make teenagers more aware of the potential concerns accompanying
drinking, educate them on safe drinking habits, and make them feel comfortable discussing these
important matters with their parents.
We are trying to inspire behavioral change among Danish teenagers in regards to the
drinking culture in Denmark. At the same time, this comes with the challenge of not taking on
more than we can handle. For example, we want to generate positive change without altering the
age at which it is legal to drink -- that is a legal effort which is remarkably more complicated and
will require more than a well-communicated campaign to prompt significant change. We believe
that transparent and understanding conversations will promote healthy drinking habits at a
younger age to dissuade binge drinking. It is also our hope that by changing the dynamic
between parents and their teens they can grow closer and enjoy more honest and open
relationships.

Target Group:
In a broader scope, the campaign is directed at any adults who have influence in the lives
of Danish teenagers ages thirteen to eighteen. In order to align this with our goals and purpose --
which we learned in class is crucial to the success of a strategic communications campaign -- our
specific target group will mainly be parents with teenagers at home, but may also include parents
with children younger than thirteen with whom they will eventually discuss drinking. Moving
back to the broader scope, this group of adults can certainly involve teachers, coaches and other
mentors who want to educate kids or play a significant role in the development of Danish
teenagers. In many ways, these kinds of people can develop parental-like relationships with the
teenagers with which they interact. Hence, they can have a significant influence in their lives and
decisions. Because they typically still live at home with their parents or other guardians, are in
school getting an education, stay active in sports or other extracurricular activities, it is crucial to
get our message out to as many notable and influential adults as possible. Teenagers’ brains are
still developing and highly impressionable at this time in their lives, and accessing a wide range
of adult influencers will be crucial to bringing about the change we desire.

Stakeholders:
Early in the semester we discussed the cruciality of stakeholders to the success of any
strategic communications project. The effectiveness of any campaign hinges on the support and
engagement of all its relevant stakeholders. At the end of the day, they key stakeholders in any
case make or break a campaign, and “even if all the deliverables are met and the objectives are
satisfied, if your key stakeholders aren’t happy, nobody’s happy” (Oehlenschlæger Mie 2018).
We then turned to the class reading about stakeholders, in which he argued that strategic
communications campaigns, “now more than ever need to listen to and communicate with a
whole range of stakeholder groups to build and maintain the reputation of [the campaign]”
(Cornelissen). Based on this information, we knew it was crucial to keep stakeholders informed
and content during the campaign. Next, we needed to identify which were the most important.
We referenced the Power/Interest Matrix for this component.
The Power Interest Matrix (See Appendix C) contains two categories -- power and
interest -- and ranges the two from low to high. Based on these spectrums, the tool lays out the
four tiers of stakeholders: Minimal Effort (low power, low interest), Keep Informed (low power,
high interest), Keep Satisfied (high power, low interest), and Key Players (high power, high
interest). To finalize where we placed our stakeholders in these categories, we asked ourselves
several questions about our possible stakeholder groups. What are their stakes and how relevant
are they to the success and purpose of our campaign? How can they further/hamper our
campaign efforts? What are our responsibilities towards each group?How can we best
communicate to these groups once they are identified? Once we considered these questions, we
knew how to classify our stakeholders
The stakeholders we thought that would be most clearly affected by this campaign are
Danish teenagers and parents. Our campaign’s goal is one that inherently requires the
involvement and buy-in of both groups -- especially the parents. Their engagement is crucial to
the success of the movement we want to inspire, so we classified them as Key Players. As for the
teenagers, we decided that they fell under the Keep Informed category. Their interest in this
matter would be considerable, but the power to generate the conversations we want to promote
lies more with the parents than their children.
While parents and teenagers are the obvious stakeholders in our project, it’s also
important for other groups like law enforcement, medical professionals teachers and coaches to
talk to kids as well because of the influence they can have on them -- it’s possible that these
mentors will get through to kids more than their parents will. Additionally, the more adults talk
about this with youths the more comfortable the kids will feel bringing up the topic themselves if
they have any questions. While they have a considerable amount of power in this matter, their
interest may not be as high as a stakeholder group like parents, so these groups fall into the Keep
Satisfied tier. Lastly, other groups that could be affected by our campaign include restaurants and
bars, grocery store owners, liquor companies, other third parties. Because these groups are more
or less affected by the movement and have little power in achieving the results, we have
evaluated them as Minimal Effort stakeholders. Thus, they are not as crucial to the purpose,
goals, and target groups of our campaign as previously highlighted.

Objectives:
With this campaign we want to promote safer underage drinking among 13-18 year olds
as well as create a more open dialogue about drinking and the effects of alcohol. As we stated
earlier, this campaign is not about changing the legal drinking age. Instead, we are interested in
altering the Danish drinking culture in terms of making it safer for teenagers. Part of this
objective includes encouraging parents to talk to their teenages about drinking from a young age.
This will foster a safer environment as well as make kids feel comfortable talking to their
parents/mentors. If we can foster relationships between parents and their teenagers in which the
latter feels like they can relate to the former about their lived experiences, we can bridge the gap
between a potentially awkward conversation as teenagers realize that their parents have lived
through the same experiences that they have.
It’s our hope that the first “not awkward conversation” will promote open discussion
between parents and teenagers, educate teens about healthy drinking habits, and also strengthen
the bond between parents and their teen. These objectives share the common goal of making kids
more comfortable talking to parents and/or mentors about their questions about alcohol, and any
possible problems with drinking. Feeling comfortable with a parent is vital to having strong and
trusting relationships, so by fostering these talks parents can build a layer of trust with their
teenager.

Activities:
We are going to create print ads on public transportation which will also be included in
Danish magazines. Print advertisements are important to our campaign because they will help us
gain exposure to the public. Furthermore, print ads make the most sense for this campaign effort
because our target audience -- Danish adults -- frequently rides and see public transportation
throughout Copenhagen, so they’re extremely likely to see our ads, which hopefully spurs them
to want to know more. Additionally, we will do a social media campaign with the same print
advertisements that are on the public transportation and in magazines. This will create a cohesive
story for the audience to follow, and they will recognize our brand right away because it will be
widespread throughout the city.
Finally, we will help sponsor the Vig festival in Denmark that will draw our target
audience as well as their children. This is a family friendly music festival, which takes places in
Copenhagen every summer. This sponsorship will give our campaign recognition as well as
create an environment at the festival where parents can start having a conversation with their
kids. While this sponsorship may be expensive, we know it will be worth the money because of
the exposure we will receive. We thought television advertisements would prove ineffective for
our cause because of its decreasing popularity among Danes as explained on our Field Study to
DR, so we chose to spend our money on the print ads and sponsoring the Vig Festival.

Look and Tone of Voice:

As previously mentioned, this campaign will be most effect with a positive, informative,
and encouraging tone. It is not our goal to make teenagers feel defensive or attacked in this
scenario; this would be counterproductive to the kind of behavioral change we are hoping to
influence. For this reason the parent needs to be nurturing and open about their experiences.
Humor can help ease the tension and awkwardness as well. This will make the conversation
light-hearted, and will make the parent seem more approachable. As a result, e chose our tagline
of “Have the Not Awkward Conversation” because it’s funny, and doesn’t attack teenagers for
their drinking habits. If our advertising and overall campaign promotes an aggressive nature then
the audience (parents) may internalize it, using it with their children. This could prove to make
their children feel defensive or attacked, closing off the opportunity for productive conversation
and thus working against our one of our supporting goals: transparent, open, and understanding
discussions and relationships between Danish parents and their teens.
We are trying to frame the conversation in a positive way, that doesn’t have to be
attacking or rude. As Lakoff stated in his essay, “Framing is about getting language that fits your
worldview. It is not just language. The ideas are primary-and the language carries those ideas,
evokes those ideas” (Lakoff George 2004) It’s important that we evoke positive emotions from
our audience instead of scaring them, or making them feel forced to have a conversation about
responsible drinking. Along the same lines, we want the campaign to be relatable to the parents
or mentors and their teenagers. We do not want to come across overbearing or like we’re trying
to tell parents how to raise their children. That’s why we leave it up to the parents to initiate the
conversation in a way they choose, we’re just trying to give them the push to do so. Moving
forward with the implementation of our project, it is crucial that we use framing to present the
issue in a manner that encourages Danish parents to adopt the approach we are suggesting they
take. If our campaign is improperly framed and does not come across as open and understanding,
then it cannot be effective at promoting this kind of attitude on our audience.

Messaging:
As previously noted, our main message is to stress the importance of having parents talk
to their teenagers about the effects of alcohol, and why drinking irresponsibly at a young age
could be harmful later in life. We understand that it is a naive idea to try changing the drinking
age here in Denmark due to the complicated legal process and the public traction that would
need, so instead of going down that route we are going to encourage smarter consumption of
alcohol among teenager. It’s important that, if Danes ages 13-18 are going to drink, they to know
about the possible outcomes as well as how to drink responsibly. To do this, we want to
normalize the conversation about alcohol and the potential risks and expectations; this starts with
the parents, so our advertisements (which will be showcased in the Model B section) will expand
on the kinds of messages we want to employ when we engage with parents during our strategic
communications campaigns.
In order to effectively reach our audience we want our messaging to come across on a
lighthearted and conversational note but also in a way that prompts action. To do this we will be
employing communications pieces which stress some of perceptions Danish teens have about
drinking which could be concerning for parents, but will also encourage them to take a more
open and understanding position on the matter when discussing with their children. These
messages will be further explained in Model B: Creative Concept.

Channels:
The main channels we decided to focus on were social media (Facebook, Instagram,
Twitter), print advertisements for Billboard/outdoor signage and sponsorship the Vig festival.
We decided to not use TV as a primary channel in order to cut costs as well as to invest in more
effective methods, like a possible YouTube video. We could also consider implementing a radio
spot through DR, which has a consistent level of audience interaction. We are planning to use
our print ads and logo on different social media platforms like Facebook and Instagram. Our logo
and print advertisements will also be shown at the Vig festival because we see it as a good fit for
cause because it is family-friendly. We also want to create a large wall and glue all of the
colorful print ads in front of it. This will create a fun photo wall for people to interact and take
photos with, as well as make people read the presented facts and want to talk to their kids.
Lastly, we will place our print ad around high-traffic areas, like Nørreport to reach our target
audience because many of them commute through the city.

Model B -- Creative Concept:

Logo and Tagline:
We chose the tagline “Have the Not Awkward Conversation” because we thought it
would intrigue adults and make them interested in our campaign. When parents talk to teenagers
about “adult behavior” (i.e. sex, drugs, alcohol) it can get uncomfortable, but the conversation
about drinking doesn’t have to be like that! Our tagline aims to show parents that talking to their
kids about alcohol doesn’t have to be awkward, in fact, it can be fun, informative, and healthy.
Furthermore, we made the background green on the poster in part because it pops with the
orange. This will make the logo stand out at the Vig festival among many of the other sponsors
as well as on public transportation in Denmark. We have included the image below:

Print Advertisements:
We made four different print advertisements to be placed in magazines, on the wall at the
festival, and also for social media. These advertisements have four unique facts about teenage
drinking that will prompt parents to talk to their kids. As you can see below, each poster is
different colors, but have the same fonts as the logo. We wanted to include a variety of bright
colors to draw attention to our print ads because typically color tends to stand out in
Copenhagen. We wanted to tell a story about teenage drinking with these posters, which is why
we use four different facts. It paints a picture of the drinking culture in Denmark, and why
parents need to talk to their teens. Storytelling is important to our campaign because “stories are
how we relate many important things in our lives, inside, and outside organizations. They
provide a free way for an idea to spread: as in urban myths, moral tales, or ‘memes’, well beyond
any paid-for communication. Stories with human interest, based around a person, whether real or
not, can move us from right-brain to left-brain communication, from facts and rationality to
emotions and feelings” (Rose Chris 2005). These images are included below:
Vig Festival 2018:
We are going to sponsor this music festival because it’s the perfect location for us to get
our message out. This is a space where families come together and listen to music, so parents
will be there with their teenagers. At the festival there will be a wall with our print
advertisements that people can take pictures in front of. The wall will be a collage with our
advertisements, so it will be very aesthetically pleasing. Additionally, we crafted a special cup
that all liquids will be served in during the festival. It includes our logo as well as “Vig Festival
2018” (pictured above).

Key Message:
Our key message of the campaign is to encourage parents or influential adults to be able
to have a conversation about drinking and the effects of alcohol consumption with their teenagers
or with teenagers that they frequently interact with.

Core Story/Value Proposition:

Our core story for this campaign is to keep teenagers safe by promoting healthy
conversations between them and their parents regarding alcohol. This should be a two-way
street, meaning the parents should not sound like they’re lecturing their children. We are aiming
to keep teenagers safe and supported through education and guidance from their parents. We
want to do this through an open, honest, non-judgemental conversation.

Supporting Messages:
Our research showed that once parents have the first conversation with their kids about
alcohol, teenagers are likely to feel more comfortable bringing up the conversation themselves
and are less at risk for bad things that can happen when people drink alcohol. A study by the
National Institute on Alcohol Abuse and Alcoholism stated that “research shows that teens are
much more likely to delay drinking when they feel they have a close, supportive tie with a parent
or guardian. Moreover, if your son or daughter eventually does begin to drink, a good
relationship with you will help protect him or her from developing alcohol-related problems. The
opposite also is true: When the relationship between a parent and teen is full of conflict or is very
distant, the teen is more likely to use alcohol and to develop drinking-related problems”
(National Institute on Alcohol Abuse and Alcoholism). Bridging the gap between parents and
their teens creates stronger bonds and an extra layer of trust.

Bibliography
Cornelissen, Joep: Stakeholder Management and Communication in Corporate Communication,
A guide to Theory & Practice, 5th edition.
Rose, Chris. “Communicating with Humans.” How to Win Campaigns: 100 Steps to Success,
Earthscan, 2005.
Lakoff, George. “Framing 101 How to Take Back Public Discourse.” Framing 101 How to Take
Back Public Discourse, 2004, pp. 3–34.
“Make a Difference and Talk to Your Teen about Alcohol.” National Institute on Alcohol Abuse
and Alcoholism, U.S. Department of Health and Human Services,pubs.niaa.nih.gov/publi
cations/MakeADiff_HTML/makediff.htm.
Oehlenschlæger, Mie. “Class Presentation 5: Stakeholders.” Strategic Communication B . 1 Feb.
2018, Copenhagen, V23.
The Danish National Council for Children. Report to ... The Danish National Council for
Children,2009,www.boerneraadet.dk/media/10431/BRD-4-Suppl-Rapp-til-FN-2009-
UKversion.pdf.
The ESPAD Group. ESPAD Report 2015: Results from the European School Survey Project on
Alcohol and Other Drugs. Luxembourg: Publications Office of the European Union,
2016, www.espad.org/sites/espad.org/files/ESPAD_report_2015.pdf.
W, Christian. “Danish Teens Still Most Boozy in Europe.” CPHPOST, Online Post, 14 Dec.
2016, cphpost.dk/news/danish-teens-still-most-boozy-in-europe.html.
Appendix A
Appendix A contains the adapted notes from the interviews we conducted during our
Core Course Week when we were instructed to approach local Danes and interview them about
their views on teenage drinking in Denmark. This section also includes the question rubric we
created for reference in our interviews.

Adapted Interview Notes:

1. girl who is 13
 drinks sometimes with friends
 new year’s eve
 never drinks with parents
 only drinks beer
 parents have not spoken to her about drinking, she has not told them either; feels it
would be awkward
2. two girls, 20 and 19
 drank around 14/15
 with parents for one, with friends for another
 casual drinking, not bingeing
 drank at parties
3. two older women (40’s?)
 normal to drink around 15
 drank mostly at parties, not really bars
 think teen drinking has gone down
4. older couple
 thinks it’s common
 easier to buy now
 thinks it’s a little “crazier” now and that young kids are drinking more heavily
5. three boys (18-17-16)
 all started 13-15 range
 beer, shots
 sometimes drinks
 pretty drunk, not always casually
 not always paying attention to laws or talking with parents, they feel it would be
uncomfortable (don’t see the point)

Interview Questions (posed to Danes of all ages, genders, backgrounds, etc.):

If you drink, What are your drinking habits? When did you start drinking?
What type of alcohol?
How often do you drink?
Who do you drink with?
 How do you perceive external views on What are your parent’s views?
underage drinking? Does your school have rules about drinking?
What are Denmark’s laws? / Do you think they are
well followed?

What influences your views on drinking? How Media?

so? Friends?
Family?

Drinking in Denmark v. other countries Do you perceive a difference?

Do you think all European countries are the same?

Appendix B
Appendix B contains the necessary templates we used to organize our strategic
communication campaign and create the supplemental creative materials to act as campaign
elements in our final product. It should be noted that these models were discussed in class and
shaped our initial campaign draft. The structure of this report is intended to adhere to these
models as closely as possible.
Model A -- Campaign Strategy:

Model B -- Creative Concept:

Appendix C
This section of the Appendix contains any tertiary content referenced throughout the
above outline.
Power/Interest Matrix: