We needed to come up with an idea that were seen by and communicated well with both workers within the bar and restaurant scene, as well as their guests. Something that made the audience get a greater understanding of the problem and even reflect around their behavior. Something that felt relevant to the industry, without being intrusive.

So we decided to make a drink.

Or, not exactly a drink. In fact, «The Saviour» as we named it, is nothing more than a fancy glass of water. What’s special about it, as with all famous drinks and cocktails, is the story behind it and the message served on its coaster:

«Welcome. We wish all guests and employees a fantastic night. Together against sexual harassment.»

To really underline the importance and secure interest around «The Saviour» (both in the audience and in the press), 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.

Together with the client we decided to keep all the material unbranded, since we wanted bars and restaurants to really commit to this and make the communication and presentation of The Saviour their own. After all, who was behind the initiative wasn’t that important, the cause itself was.

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 before Christmas, catching the interest of both clientele, the industry itself and the media.

Most importantly, «The Saviour» ended up being the story of an industry eager to get rid of sexual harassment. In just a few weeks the media coverage of the initiative reached over 3 million – more than half of Norway’s population.

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 campaign and highlighting its importance.

Following 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. The Norwegian Labour Inspection Authority have been invited to present the campaign to Labour Inspection Authorities from all of Europe with the intent of inspiring and maybe even replicating the initiative in other markets.