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182 CHAPTER 8 ■ Establishing a Healthy Drinking Culture

message was perceived by the target group, the entire population, and how the
message influenced the attitude to Systembolaget. The evaluation shows the fol-
lowing results:

Recognition
Twenty-one percent of Swedes over 16 years of age noticed the campaign. The
attention was higher in big cities, among customers who frequently visited the
store, among men, older people (age 45 and above), and people in the south of
Sweden. The reason for the high recognition in big cities might be that full-
page ads were used, which was not the case for rural newspapers. A possible
explanation for the higher recognition in southern Sweden might be that
comparisons are made with Denmark, a country where alcohol is cheaper and
more easily accessed.

Recall

Among people who had recognized the campaign, three-fourths had read the
entire text or part of it. In particular, younger people (16- to 44-year-olds) had
read the entire text. Again, it was mostly men and people in big cities who had
read the text. People in the northern part of Sweden and noncustomers showed
less recall.

Comprehension

Among the people who had recognized the campaign, 58% remembered the
message of the ad. Among the people who remembered the message, 9 out of 10
mentioned the advantages of the alcohol monopoly: fewer alcohol problems,
less alcohol consumption, or a larger assortment. However, one-tenth remem-
bered the wrong message. Again, noncustomers, older customers (age 60 and
above), and people in northern Sweden showed less comprehension in compar-
ison to people living in big cities.

Acceptance
Among the people who had recognized the campaign, 18% answered that their
attitude had become more positive to Systembolaget as a result of the campaign.
In particular, the attitude was more positive among people who had read part of
or the entire text and among the youngest respondents (16- to 29-year-olds). In
total, 76% of the respondents had not changed their attitude as a result of the
campaign.