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IQ Stars Challenge

IQ Stars is a long-term project with the main goal to make youth sports an alcohol-free environment. On behalf of the IQ initiative and the Swedish Sports Confederation, PS Communication has developed the competition IQ Stars Challenge.

Idea

The competition announces Sweden’s best youth sports team engaging around the issue that alcohol and sports do not mix. Our challenge was to create a fair competition for teams consisting of both boys and girls between the ages of 13-17, who practice everything from American football, ice hockey to orienteering and gymnastics.

Concept

The solution became a set-up with unique challenges that everyone regardless of sporting background or age could master. IQ Stars Challenge was implemented for the first time in May 2011 at Bosön outside Stockholm.

Impact

Of the competing, 77 percent felt that the membership in IQ Stars has made it easier to talk about alcohol within the team/group. 72 percent answered that they thought that a membership in IQ Stars could postpone teenager’s alcohol debut. And in an evaluation which each team had to answer, the competition as a whole received an average score of 5,71 of 6.

Media Attention:

  • In total, approx. 120 articles.
  • Advertising value: 2,83 million SEK.
  • Media – primary local press (which was the main focus) but also medias such as Metro, Expressen and SVT.
  • Unbelievably strong interest in Facebook-group with, inter alia, thousands of comments during one week and a large amount of positive personal posts.
Awards