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184 CHAPTER 8 ■ Establishing a Healthy Drinking Culture

57
51
Keep the 63
monopoly 53
49
58
The public everyone
37 The public men
43
Not keep the 31 The public women
monopoly
41 Customers everyone
46
36 Customers men
Customers women
6
6
7
No opinion
6
5
6
0 10 20 30 40 50 60 70
%
FIGURE 8-3 OPI December 2002, the Public and Customers
Data from SIFO Research International, Opinion measurement December 2002 for
Systembolaget

TH E 2 007 A L C OHOL MONOP OLY C A M PA IG N

Campaign Objectives and Audience Barriers
Since 2002, the public opinion of keeping Systembolaget has been strength-
ened. The 2007 campaign had the same objective as the first one in 2002—that
is, to increase the positive attitude toward keeping the alcohol monopoly to
57% (the 2002 campaign objective was 54%). The audience barriers were the
same as for the 2002 campaign. Also the objectives remained the same. The at-
titude objective was to increase the number of Swedish people who support the
existence of the monopoly. The knowledge objective was to make the public
more aware of the advantages of an alcohol monopoly and Systembolaget. Even
though no behavioral objective was expressed for the campaign, Systembolaget
was still interested in that people who are going to consume alcohol purchase it
at its stores.