The National Binge Drinking Campaign

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ALCOHOL CONSUMPTION

Alcohol consumption has a remarkable impact on the mental and physical health of young people, both now and in future years.
Many young people believe alcohol consumption is a rite of passage.
The Australian legal age to consume alcohol is 18 years old, yet many young people have access to alcohol at a younger age, through parents, older siblings and peers.
Nine out ten young Australians over the age of 14 years have tried alcohol at some point in their lives.
According to Drug and Alcohol Research and Training Australia, “Children and teens given alcohol by their parents are more likely to drink by age 15 or 16”
A large number of young people engage in risky patterns of alcohol consumption including binge drinking. …show more content…

In 2008, the Australian Government put forward the $53.2 million National Binge Drinking Strategy (NBDS). The strategy closely addresses the high rates of binge drinking among Australian youth. Alcohol overindulgence among 14-25-year-olds is an Australian wide problem that demands a whole community response, this includes an emphasis on young people taking personal responsibility for their actions.
The NBDS campaign includes a $20 million blunt and direct social marketing campaign that ran for two years to enforce the consequences and costs of binge drinking on young people.

Aim:
The Australian Government’s Department of Health’s National Binge Drinking Strategy aims to address Australians harmful and large youth binge drinking culture. The campaign focuses on raising awareness of the short and long-term effects and impacts of unsafe drinking among the young people of Australia. The campaign’s main target audience is young people aged 15-25 years. The campaign also targets parents of 13-17-year-olds. Although many parents believe they do not influence their child’s drinking, teenagers look up to their parents to provide advice and set examples of acceptable drinking behaviour and …show more content…

One of the keys and effective factors about this campaign is how DrinkWise presented it. Through the use of social media DrinkWise connected with the audience in an original and fun way.
CHANGE SLIDE
The platform was originally built around a series of animated web films, which introduces the confident figure (that you just saw) to presents cheeky yet useful tips upon potentially “amateur” drinkers. Using animation allows the audience to relate to the scenarios. Through a variety of social media platforms, the campaign speaks honestly, personally to individuals and in the language of the youth today about the real and relatable consequences of binge drinking.
Along with their social media platforms, DrinkWise has fun interactive activities on their website which educate and help keep youth safe e.g. standard drinks calculator and “alcohol & you health" activity.

Action areas of the Ottawa

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