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"Fullt Ös" kräver mer klös: Kommunikationsplanering för samhällsinformation riktat till ungdomar
Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
"Fullt Ös" needs to get fiercer : Communication planning for public service announcements aimed at adolescents (English)
Abstract [en]

The Swedish tradition ”Valborgsmässoafton” is a holiday on which many people choose to get drunk. The risk that teenagers run around town while being intoxicated is huge and Kalmar municipality have, three years ago, created an event that contributes to a sober alternative. This alternative is the one-day festival “Fullt Ös” which is striving to get as many drunken teenagers off the streets, during this holiday, as possible.

The event is successful among school students in the ages of 12 to 15 but has had less fortune in reaching the high school students in the ages of 15 to 18. Our thesis aims to help Kalmar municipality to adapt the festival, which occurs annually on the 30th of April, to become more attractive for high school students. This by doing quantitative and qualitative studies among the public high schools in Kalmar and by extension to already established theories.

The results that we have gathered have all been compiled in this thesis and we have received the information that it takes big changes to attract the older target group that the municipality wants to reach. We have, therefore, compiled some advice to the municipality that will help them understand how they can improve a good initiative, by for example creating a festival that centers around live music, so that more high school students would gather to it. 

Place, publisher, year, edition, pages
2011. , p. 68
Keywords [en]
public service announcements, adolescents, alcohol consumption, strategic communication, events
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:lnu:diva-12289OAI: oai:DiVA.org:lnu-12289DiVA, id: diva2:421862
Subject / course
Media and Communications Science
Educational program
Media Management Programme, 180 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-06-14 Created: 2011-06-09 Last updated: 2011-06-14Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf