Campaigns and Initiatives

• Campaigns & Initiatives
• Research
• Social Aspects Organizations (SAOs)

Campaigns

Australia

 

NSW Government

NSW Health: Play Now / Act Now: Video / Film Festival
Play Now / Act Now is a NSW initiative aimed to encourage young adults to showcase their creative talent through the production of a short film or video centred on the issues of excessive alcohol consumption in young people. It is open to NSW residents between 18 - 25 yrs of age. Budding filmmakers will play a role in educating their peers about the dangers of excessive drinking through a film and video festival designed specifically for those aged 18 - 25 years.

Road Transit Authority (RTA)

• Brain Drain Campaign
  An advertising campaign with ads explaining the effects of drinking and driving. The "Brain Drain' advertising commercial can be downloaded from here.

Community Builders: Are You Responsible?
A campaign developed by the Wollongong Local Area Command to address the problems associated with under age drinking and the secondary supply of alcohol to young people. An overview and an evaluation report is available fom here.

Changing the culture of alcohol use in NSW, Alcohol Info
A Responsible Drinking Education Campaign by the NSW Government with DrinkWise and the Australian Hotels Association called “Be part of it, not out of it” was piloted in four parts of NSW during February/March 2007. It targeted young people between the ages of 14 and 29 with the aim of challenging the culture of how much and the way people drink, including at sporting events and house parties and reducing the impact of public drunkenness.

Australian Government

 

National Alcohol Campaign
This campaign was developed by the Australian Government. The site contains Creative materials which include posters, brochures, both print and television advertisements, etc. These can be downloaded in pdf format.

Australian Alcohol Guidelines
This website has been developed by the Australian Government. It provides guidelines for safe drinking and includes posters, brochures, coasters, and other factual information. These can either be downloaded in pdf format or ordered from here.

State Governments

 

Northern Territory Government

• Living With Alcohol (LWA) Program
  This is a whole-of-Government program that was established in 1991 to combat the considerable harm experienced by the community as a result of alcohol. This link provides an overview of the program.
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Queensland Government:

• Alcohol and Young Women Campaign
  The project aims to reduce harmful consumption of alcohol among 18-29 year old women. A multimedia strategy and multi-settings approach will be used and will include raising awareness and knowledge of standard drinks and the National Health & Medical Research Council Guidelines for low risk consumption of alcohol. Includes information on goals, strategies, objectives and contact information.
• Anti-drink driving
  Queensland Transport have launched a number of public education programs against drink driving. Information on anti- drink driving public education plus recent anti-drink driving television commercials can be accessed from here. 

South Australian Government: Ready to Drink Campaign 2003
This campaign is aimed at reducing alcohol-related harm among young people through increasing awareness about the alcohol content in Ready to Drink (RTD) products and low risk drinking levels. Pamphlets about this campaign can be downloaded here.

Victorian Government

• Victorian Alcohol Campaign
  This campaign is aimed at reducing alcohol related harm to individual users and the Victorian community by providing information to adults, youth and parents.
• Alcohol and young people: Youth alcohol campaign
  Information about the campaign, including campaign background, target audience and campaign aims and messages.

West Australian Government:

• 100% Control Campaign (suitable for 12 to 17-year-olds)
  About the harms associated with alcohol. It used a range of school and community-based strategies to compliment its primary media component. Resources including factsheets, information cards and posters can be accessed here. They are in pdf format and can be accessed from here.
• Enough is Enough
  Aims to reduce the problems associated with drunkenness in the community. The site provides access to Enough is Enough Press Advertisements and Enough is Enough Adshels - these are in pdf format.
• Drink driving
  Includes information on this campaign plus strategies and an evaluation. Also includes TV commercials designed to be played using Apple Quicktime. These commercials can also be downloaded. Information about this campaign is regularly updated and can be viewed here.

Other Australian Campaigns/Initiatives

 

Alcohol & Other Drugs Charter – Australian National Council on Drugs (ANCD) - The Alcohol and Other Drugs Charter sets out the guiding principles, expectations and goals with regard to drugs. The Charter outlines rights and responsibilities with regard to drug use and the development and implementation of policies and programs, at all community levels and for different settings and sectors. he

Health Education Unit (The University of Sydney): Exposed
EXPOSED is a drug and alcohol program which aims to increase awareness and decrease the harm of alcohol and other drugs amongst students at the University of Sydney.  EXPOSED is a joint project between the University Union and the Health Education Unit.

Canada

Brewers of Canada: Please Drink Responsibly Program
A campaign to behave responsibly when drinking. Resources include television and radio advertisements, print and outdoor messages, brochures, posters and other collateral materials and point-of-sale messages. Downloads require Real Player.

Ireland

Mature Enjoyment of Alcohol (MEAS)

• “Is Your Drinking Affecting Their Thinking”
  A campaign directed at underage drinking developed by MEAS. Provides access to newspaper and radio advertisements and press releases. These are available in mp3 or pdf format.
• “Don’t be a Snake: Drive Straight and Designate”
  MEAS ran a campaign to encourage people to designate a driver when they were out for a drink on St Patrick’s Day. Provides access to postcards, poster and ecards, etc. Available in mp3, pdf, and electronic format
• St. Patrick's Day Advertising Campaign to Combat Underage Drinking.
  MEAS ran an advertising campaign in the lead-up to St. Patrick’s Day to combat under-age drinking and to challenge adults to examine if their attitude to alcohol is adversely influencing their children. Provides access to newspaper and radio advertisements and press releases.
• “Respect Alcohol Respect Yourself”
  In April 2003 the Union of Students in Ireland (USI) and MEAS commenced a national awareness campaign to highlight the risks run by excessive alcohol consumption. The  campaign is promoted through the use of posters, articles, radio and TV interviews and at the MEASevents campus gigs. Posters can be downloaded from here in pdf format
  

New Zealand

Alcohol Advisory Council of New Zealand (ALAC)

• It’s not the drinking, it’s how we’re drinking
  A programme directed at changing the drinking culture. It provides access to television ads, video clips, facts and figures, etc.
• Standard Drinks Advertisements
  A campaign to educate New Zealanders on what a standard drink is. Also includes a brochure called The Straight Up Guide (PDF) to further explain standard drinks.
• Children Mimic their Heroes 
  A campaign directed at younger people and children.

South Africa

Industry Association for Responsible Alcohol Use (ARA)
Details of the Association for Responsible Alcohol Use initiatives. Radio and television ads. can be downloaded here. These require Quicktime.

UK

Think! Road Safety
A drink drive campaign from the UK Government with access to leaflets, radio & television ads, posters, etc.

The Portman Group:

• “If you do do drink, don’t do drunk”
  The Portman Group has launched a website specifically designed for a public between 18 and 24 years old. Provides access to cinema advertisements, posters, etc. 
• Women's poster
  A poster campaign focusing on women's safety. The poster features the strapline "Whose looking out for you" and conveys the message that drinking too much could make women vulnerable to danger.
• The "2f3m4" campaign
  This campaign provides consumers with information about responsible drinking so that they can make informed lifestyle choices.
• "I‘ll be Des" campaign
  The Portman Group gives high priority to addressing the problem of drinking and driving through educational and advertising campaigns.  Their campaign is meant to encourage the notion of appointing a designated driver.

USA

The Century Council: The website of an organization aimed at the fight against drunk driving and underage drinking. The website has further information about these subjects and features campaigns and initiatives directed against drunk driving & underage drinking.

National Institute on Alcohol Abuse and Alcoholism (NIAAA)
NIAAA has created public education campaign materials as part of its commitment to reducing the consequences of alcohol use in young people. Posters, brochures, tv ads, radio announcements, etc. are available from here.

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Research

 

Effectiveness of Mass Media Campaigns for Reducing Drinking and Driving and Alcohol-Involved Crashes: A Systematic Review
An article published in The American Journal of Preventative Medicine. March 2004

Worlwide Brewing Alliance: Global social responsibility initiatives 2007 (PDF)
More than 360 initiatives from 34 different countries are described. These have been grouped under 6 main sections - drinking and driving; information on codes of practice for responsible commercial communications; server training initiatives; workplace initiatives; company responsibility campaigns; and research

Journal of Studies on Alcohol: The Role of Mass Media Campaigns in Reducing High-Risk Drinking among College Students
This article categorizes and describes current media campaigns to reduce college student drinking, reviews key principles of campaign design and outlines recommendations for future campaigns.

Monash University. Accident Research Centre: A review of mass media campaigns in road safety
This report investigates the effectiveness of road safety public information campaigns
conducted through the mass media. 2004

University of Pennyslvannia: Social Norms Media Campaigns
Information and evaluation on media campaigns that have been used for higher-risk drinking behaviors. This website also contains images of advertisements that have been used.

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Social Aspects Organizations (SAOs)

 

SAOs' are industry funded organisations which promote the responsible consumption of alcoholic beverages through education and communication programmes, as well as funding of specific measures, such as those against drinking and driving. In the most part they are funded by the companies who produce alcoholic drinks.

Belgium

Arnoldus Group

Forum pour l'Education du Gout

Canada

Brewers of Canada

Czech Republic

Forum PSR

Denmark

GODA (Gode Alkohololdninger)

Finland

Nuorten Akatemia

France

Entreprise & Prevention

Institut de Recherches Scientifiques sur les Boissons (IREB)

Ireland

The Mature Enjoyment of Alcohol in Society Limited (MEAS)

Italy

Osservatorio Permanente sui Giovani e l ’Alcool

Netherlands

STIVA

New Zealand

South Africa

Association for Responsible Alcohol Use (ARA)

Taiwan

Taiwan Beverage Alcohol Forum (TBAF)

United Kingdom

The British Institute of Innkeeping (BII)

The Portman Group

International

International Center for Alcohol Policies (ICAP)

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