SYDNEY: DrinkWise Australia has launched a national campaign highlighting scientific evidence to help Australian parents delay the age at which their children first drink alcohol.
The campaign across all free to air television, pay TV, outdoor and online from today (24 August) contains the message “Kids and alcohol don’t mix” and is a continuation of the “Kids absorb your drinking” campaign.
Drinkwise chief executive officer Chris Watters said the campaign, developed by Smart, was a call to action to the DrinkWise website.
“It promotes the new brain science around the growth and development of the adolescent brain. The science tells us to delay the initiation to alcohol as long as possible.
“The target audience is parents of pre-teens, which extends to football and sporting coaches and role models because of the changing nature of what a family is.”
MediaCom booked the media and The White Agency was responsible for the website. In the 12 months to May 2009, DrinkWise had a main media spend of $5.2 million, according to Nielsen and Watters confirmed an equivalent budget for the next 12 months.
“This is the second phase of a 10-year social change program,” Watters said. “It has been 12 months in the making – we went to tender for this campaign and will consider agency arrangements depending on results."
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