IQ Stars is a long-term project with the main goal to make youth sports an alcohol-free environment. On behalf of the IQ initiative and the Swedish Sports Confederation, PS Communication has developed the competition IQ Stars Challenge. The competition announces Sweden’s best youth sports team engaging around the issue that alcohol and sports do not mix. Our challenge was to create a fair competition for teams consisting of both boys and girls between the ages of 13-17, who practice everything from American football, ice hockey to orienteering and gymnastics. The solution became a set-up with unique challenges that everyone regardless of sporting background or age could master. IQ Stars Challenge was implemented for the first time in May 2011 at Bosön outside Stockholm. The result was a great and very appreciated event, tremendous media coverage in both local and national press and thousands of comments on Facebook.
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