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Dear Mr B

Award: Wood Pencil

Wood Pencil / Digital Crafts / Direction / 2006

This site was part of a campaign aimed at one person, EU president José Manuel Barroso. The campaign began with an advert in the Financial Times, telling Mr Barroso what the EU stands to gain by taking alcohol-related problems more seriously, citing recent findings by the World Health Organization. The advert ended by telling Mr Barroso that a website was made exclusively for him, with a ‘crash course’ on the subject. The main purpose of the campaign was to increase support for the Swedish Alcohol Retail Monopoly, which has limited alcohol-related problems in Sweden in the last 50 years but needed stronger popular support to survive in the long run. Since the campaign wasn’t propaganda aimed directly at Swedes, but a ‘crash course’ for EU politicians, some basic facts were conveyed that most Swedes didn’t know about, and make a lot of them listen.

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