Together with the client group we decided to keep all the material unbranded, since we wanted bars and restaurants to really commit to this and make the "The Saviour" their own. And after all, who was behind the initiative wasn't important, the cause itself was.

However, how the drink would serve a role as a «Trojan horse» was the ultimate key to success. Because, through serving "The Saviour", those working in the industry was bound to be exposed to it. And thereby it would provide management and staff at the bars and restaurants the necessary opportunity to talk about sexual harassment at their respective workplaces: What sexual harassment is, what's not acceptable at work, and what to do if or when it occurs.

To really underline the importance and secure interest around "The Saviour", we allied ourselves with two of the most recognized bartenders and one of the best food & drink-photographers in Norway.

Together with them we developed six different theme-based "The Saviours" and presented them as the most luxurious cocktails. (An element that really stood out and got recognition among the audience, since alcohol-advertising is illegal in Norway.)

We then teamed up with six of the most popular bars and clubs in Oslo and launched "The Saviour" on the first of the busy festive season-weekends, catching the interest of both clientele, the industry and the media.

Through serving "The Saviour", bars, restaurants and clubs could give their guests a signal of their zero-tolerance for sexual harassment while making it a likeable and positive experience.

After the launch where we teamed up with six nightclubs, more than 100 new bars, restaurants and clubs have since introduced "The Saviour" on their menus, ordering coasters and brochures to hand out to guests and workers respectively.

There has also been interest from authorities in the other Nordic countries to replicate the initiative in their respective markets.

Within just a few weeks after the launch the media coverage of the initiative reached over 3 million – more than half of Norway's population. And rather than the focus being on the negative aspects, the industry was portrayed as proactive and crafty - eager to get rid of sexual harassment.

Among the most notable clippings were long segments on the evening news of the two largest TV-channels, NRK and TV2, and in Dagbladet, the second-largest tabloid newspaper. Several important industry-media covered "The Saviour" as well, all applauding the initiative and highlighting its importance.