As a young person, you rarely have all the answers, especially when alcohol is involved. IQ works to promote a smarter relationship with drinking by challenging alcohol’s role in friendship, dating and social life. Even though young people drink less than previous generations, alcohol still feels like a natural part of socialising

To reach them where the questions are asked today, on social media, we created Scener ur en fylla (Scenes from a Drunken Night). A social drama where real drinking dilemmas from young people were brought to life by actors and discussed by familiar voices and experts.

Hosted by Alice Stenlöf and Carl Tuleus, over 500 stories were submitted, five of which became episodes featuring Elsa Öhrn, Adam Kais and Saga Samuelsson. Each scene was followed by The Aftertalk, where viewers were invited to share reflections and solutions together with Carl.

The series reached over 300,000 people aged 18 to 25, achieved 97 percent message understanding and 329 percent higher engagement than TikTok’s average. Most importantly, more than half of viewers said they changed their behaviour after watching.

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