Systembolaget – owned by the Swedish government – exists for one reason: To minimize alcohol-related problems by selling alcohol in a responsible way, without profit motive.

Voxway did an innovative information campaign with Forsman & Bodenfors where people could “call the CEO” of Systembolaget. They could – with their own voice – answer a couple of questions about their relation to alcohol asked by the CEO. Based on the answers an anonymous profile was calculated and personal feedback was generated with the voice of the CEO.

The attitude towards the alcohol policies in Sweden was measurably improved by the campaign.