A lot of good things can be said about alcohol. It gets timid people to do the samba, and complete strangers to build human pyramids together. Under the influence of alcohol we've found solutions for world peace, imagined ourselves a lot better looking and decided to be best friends forever. But there is another side to it. Alcohol consumption in Sweden has climbed by nearly 40% in the last ten years. The cost to society in round figures is 100 billion SEK each year. Many people suffer from alcohol abuse, either their own or at the hands of others. IQ's challenge is to work for a smarter approach to alcohol, primarily by influencing young people's attitudes and behaviors.
We do this through broad campaigns, and by encouraging companies and organizations to get involved with worthwhile projects. Today there are more than 900 IQ projects.
In 2009 we launched the new Alcohol Profile, a simple test to measure your relationship to alcohol. By launching it with an ad campaign (film and Internet banners) we've convinced more than 500,000 people to take the test. You can take the Alcohol Profile test, too. You'll find it at iq.se.