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Award: Shortlist

Shortlist / PR / Single Market / 2023

The small Belgian city of Balen tried something unprecedented to reduce the number of young people pre-drinking before they go out: handing out free drinks. Sobercoins encourage young people to arrive at the party sober by rewarding them with free drinks, based on research that shows people drink less if they arrive at a party sober. It works by giving them a breathalyser test at the entrance to the club, and rewarding them with a Sobercoin – a token for three complimentary drinks – if it comes up negative.