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• “High on life”
• “Høj af hverdagen”
COUNTRY Denmark
TIMING 2010 > 2010
THEME
Underage drinking

CONTRIBUTOR

  • God Alkoholkultur
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PARTNER(S)

  • MTV
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OBJECTIVE

  • To challenge pupils to make a short video about how they can have fun without alcohol.
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DESCRIPTION OF THE INITIATIVE

  • In association with MTV, the competition was launched in August 2010. It invited pupils to create a 60 second video about why the statement "young people are drunken and lazy" was untrue.
  • They were challenged to show that they were "High on life" by showing how life could be enjoyed when playing sports, listening to music or doing other activities. Films could not involve either alcohol or cigarettes.
  • Entries could be uploaded to the dedicated website until 1 November after which visitors were able to vote for the clip they liked best. Winners were announced on 20 December 2010. First prize was a 4th Generation iPhone, second prize an iPod Touch and third prize an iPod.
  • The competition was promoted via video on Youtube, the competition website and via leaflets sent to schools.
  • The winning videos have been uploaded to the alkoholdialog website, the competition website, vimeo and youtube.
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IMPACT

  • The promotional video was viewed 365 times on the dedicated website and 98 times on Youtube between 29 August and 1 November 2010.
  • 32,000 leaflets were delivered to schools.
  • Between 150 and 200 TV sports were shown on the MRT channel.
  • A total of 21 films were submitted. 5 of those were nominated and put online for voting, where 9,757 people visited the site and submitted their vote. 
  • First prize went to "Ballet" by Magnus Christoffersen. The other videos are: "Live the life" by Jacob Hoffman, "Parkour" by Mikkel Foldager, "Bicycle" by Mads Nicolai Mardahl and "Banana trap" by Jes Moller.
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VISUAL

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VIDEO

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