Blue Monday App – managing celebrations around entering into adulthood

In 2012 the Danish Brewers supported a new and innovative activity targeted specifically at minors managing the celebrations around their confirmation and entering into adulthood. Together with the NGO Nightravens, municipalities and organisation Blue Monday, people can access the Blue Monday App through a QR (Quick Response) code and are confronted with the following messages: Blue Monday should be celebrated by minors without any alcohol at all; Other minors debut later than you think; Don’t drink if you are a minor. The Blue Monday App is promoted to minors in the four biggest Danish cities in the spring and in the autumn. At these times teenagers are celebrating that they have confirmed their beliefs in Christianity. This tradition is divided between family parties and youth activities, the following Monday being called Blue Monday.