Robert/Boisen+Like-Minded™

Only 28% of Danes know that alcohol can cause cancer

The Danish Cancer Society’s challenge was to make more people aware that alcohol can cause cancer, particularly among 35–55-year-olds, whose alcohol consumption is highest.

Challenge

There’s no easy way to say it: alcohol increases the risk of cancer

Danes have heard one health campaign after another. By now, many are tired of listening. And here we were with an even harder message: alcohol increases the risk of cancer. There’s no easy way to say it. So how could we get Denmark to listen? Should we say it gently? Angrily? With facts? With calm? We decided to say it in every way we could. On TV and social media, familiar faces delivered the message in their own distinct voices: gentle, angry, calm and factual. On the streets, posters and outdoor ads carried it further, with each execution changing tone and visual style.

Idea

For the outdoor campaign, we carried the different tones through, offering something for every taste.

Maybe you’ll listen more closely if we disguise the message as a fairy tale?

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Or how about a message that’s loud and clear?

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Or maybe we can meditate our way to it?

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Of course, some people prefer science.

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Awards