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Danish youngsters love to party—studies say they’re the booziest teens in Europe—and, like most people, they don’t like to be preached at about their bad habits.
Armed with that information, execs at Copenhagen-based agency Robert/Boisen & Like-minded created a two-minute public service announcement without showing a single drop of alcohol. Instead, they substituted sausages for hooch and zeroed in on the peer pressure that’s likely responsible for much of the unhealthy binge drinking taking place in the demo.
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