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 30^th 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.