The dangers of alcohol are often underestimated by young people. As part of the "Alcohol Dialogue Week", the Salzburg Health Insurance Fund launched a social media campaign to encourage the target group of 13 to 22-year-olds in the Salzburg area to think about alcohol consumption (and its consequences). It was important to not threaten bans or prohibitions, but to meet young people at eye level and convey a conscious approach to alcohol.
Using "Expectations vs. Reality" comparisons, the campaign subjects focused on the negative effects of excessive alcohol consumption and were played out on Facebook, Instagram, and Snapchat. A campaign website and a pocket flyer also offered tips for "celebrating responsibly".
FONDA is responsible for the conception, design, and implementation of the campaign and campaign website.