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186 CHAPTER 8 ■ Establishing a Healthy Drinking Culture

(alcohol-related illness deaths, fatal accidents, suicides, homicides), 6,700 non-
fatal assaults, and 7.3 million sickness absence days. With alcohol sales in gro-
cery stores, the estimated additional annual toll would be 1,580 deaths
(alcohol-related illness deaths, fatal accidents, suicides, homicides), 14,200
nonfatal assaults, and 16.1 million sickness absence days.

Advertisements

The 2007 campaign featured three newspaper ads and one Web ad, all based on
the Holder report. Every ad in this campaign presented consequences if
Systembolaget were abolished. Each ad was frank in tone, and each headline was
followed by a lot of copy. Two print ads from this campaign are presented in
Figures 8-4 and 8-5.

Media

For the 2007 campaign, print media was also used in order to communicate a more
complex message. However, fewer local morning papers were used due to budget
limits. Instead, evening press and free newspapers were used to obtain 70% reach.
In addition, a Web ad was developed. Home Internet coverage is very high in
Sweden (83%), and 64% of Swedes use the Internet daily. Among those using the
Internet daily, younger consumers rank highest (86% for ages 15 to 24), but usage
is also relatively high among older consumers (29% for ages 65 to 79; Nordicom,
2008). The Web strategy was to cover the sites with the highest reach for the target
group, as well as major national newspapers’ Web sites. The three print ads were
placed during three weekdays between November 16 and November 26, and the
Web ad ran for three weeks. The total official gross media cost for the campaign was
SEK13.5 million (approximately US$2.09 million), exclusive of the Internet cost.
The total production time was six weeks carried out in late 2007.

Evaluation

The 2007 campaign was evaluated in a similar way as the 2002 campaign by two
different marketing research companies for Systembolaget.

The Campaign Outputs
The evaluation of the campaign was made toward the end of the year. A tele-
phone survey was conducted among a national random sample of 1,033 indi-
viduals (16 years and above). The purpose was to evaluate how the message was
perceived by the target group and the entire population and how the message
influenced the attitude toward Systembolaget. The results are discussed next.