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Graphic Design

Design for Sustainable Behavior

Let us break down the facts.

The harmful use of alcohol causes a high burden of disease and has significant social and economic consequences. There is a causal relationship between harmful use of alcohol and a range of mental and behavioral disorders, other noncommunicable conditions and injuries. Alcohol consumption causes death and disability relatively early in life.

13.5%

Of total deaths for people aged 20–39 years, are attributable to alcohol.

81%

Of the inhabitants in Sweden have consumed alcohol during the past 12 months.

15%

Is the prevalence of hazardous alcohol consumption among 16–84 year-old inhabitants in Sweden

Do we really need alcohol?

Addressing the target group of 16-29 year olds, the design concept aims to shift the perception that alcohol is an essential component of social enjoyment. By addressing the three main determinants of sustainable behavior: capability through education, motivation through humor and positive reinforcement, and opportunity through visual appeal and inclusive messaging, the concept seeks to encourage individuals to "rethink their drink" and choose non-alcoholic options more frequently. The anticipated behavior change is an increased preference for and acceptance of non-alcoholic beverages, contributing to a healthier and more inclusive drinking culture.