What does a gram cost?
There is a clear link between recreational drug use and criminal gangs. The gram you buy contributes to increased threats, violence, and insecurity in everyday life. “What does a gram cost?” is a story about the consequences of party drugs and a movement to change knowledge and attitudes surrounding drug use – with Sundsvall and Timrå at the forefront of building a safer future.
Drug-related crime and gang violence have created growing anxiety and a sense of insecurity in Sundsvall and Timrå in recent years. At the same time, we see a clear connection between recreational drug users and gang violence. The campaign “What does a gram cost?” highlights the normalization of party drugs – and the real price paid by individuals and society.
THE CASE IN SHORT
What we did
Instead of moralizing, we focused on encouraging people to reflect and draw their own conclusions. By using concrete local examples and strong visual elements, we built a cohesive communicative narrative that evokes emotion and thought – and conveys the message: when drugs become part of everyday life, so does violence.
Despite limited resources, the campaign achieved great success through strategic use of digital channels and collaboration with local community actors – including the police, businesses, associations, and bars. Visibility on social media, in schools, and in public spaces reinforced the impact of the message. The campaign became a major talking point in Sundsvall and Timrå during the summer of 2023.
Several other municipalities have expressed interest in adapting the campaign to their own needs. The strong anchoring and collaboration surrounding the campaign not only increased its reach but also reinforced a sense of shared social responsibility.
The campaign received further attention when the so-called Swishlistan appeared in the media shortly after the campaign ended – further underlining its relevance by confirming the campaign’s message. Swishlistan is part of a court case related to gang crime and the battle over the drug market in Sundsvall. The list includes hundreds of names from the target group identified for the campaign. The list quickly went viral and was shared widely both in Sweden and internationally.
The campaign was awarded gold in the Swedish Publishing Prize 2024 for Opinion Film of the Year and took third place in the Grand Communication Award 2024.
In addition to the film, the campaign included sponsored Meta posts, posters, a campaign website, and bus advertising.