Home' National Liquor News : NLN FEB 2018 Contents 68 | FEBRUARY 2018 NATIONAL LIQUOR NEWS
WHAT WERE THE HIGHLIGHTS FOR
DRINKWISE IN 2017?
Since 2007, DrinkWise has been creating
targeted social marketing campaigns to evoke
positive behavioural and cultural change
around Australians’ consumption of alcohol.
To coincide with the 10th anniversary of
DrinkWise’s campaigns, we commissioned
an independent research report, Australian
Drinking Habits: 2007 vs 2017, to assess
the impact of our programs and the changes
Australians have made to their consumption
habits over the past decade. The results were
very encouraging and show that, for the most
part, Australians have a positive relationship
with alcohol. The majority of us drink
moderately, enjoying a drink to relax or over a
meal with family and friends.
Our research also shows that more
Australians are drinking within health
guidelines and the rate of underage drinking
is decreasing. These trends mirror recent
government statistics, and suggest that
our nation’s relationship with alcohol is
fundamentally changing to one that is more
mature and responsible.
Clearly, these trends do not hold true for
everyone and we will continue to focus on
the misuse of alcohol that causes harm at the
individual, family and community level.
WHAT HAVE BEEN SOME OF THE
MOST SUCCESSFUL CAMPAIGNS/
PARTNERSHIPS OVER THE PAST
The success of DrinkWise programs over the
past year was underpinned by a sustained focus
on evidence-based campaign development
and the understanding that coordination and
collaboration with suppliers, stakeholders,
industry and government can deliver
By establishing new partnerships and
enhancing existing relationships with industry,
sporting codes, music festivals and related
industry suppliers, DrinkWise were able
to reach and engage audiences in new and
innovative ways, including:
• The AFL score review – by owning a
poignant moment within the game on sport
stadium big screens and Channel Seven’s
game broadcasts, we ensured audience
attention was focused on the DrinkWise
brand and message.
• Melbourne Cup Carnival – the Victorian
Racing Club (VRC) demonstrated its
commitment to the DrinkWise partnership
and moderation messaging by allocating
naming rights for an Oaks Day race, on-
course signage and media opportunities.
• Cricket Australia – this partnership has
evolved over the past year to include more
on-ground opportunities, including water
distribution during the recent test series and
Big Bash League.
• Splendour in the Grass music festival – this
partnership provided DrinkWise with
moderation messaging on entry wristbands,
stage signage, bar branding and branded
volunteer gear, all serving as a constant
reminder to moderate throughout the multi-
• Ghost with Uber – this activation stemmed
from the strategic insight that people often
leave a party or venue unannounced to avoid
the pressure to keep drinking. By ordering
an Uber Ghost car, riders could exit knowing
that safe and reliable transport would be
waiting, and let their friends know, via the
app, that they were on their way home.
WHAT SHOULD WE EXPECT TO SEE
FROM DRINKWISE IN 2018?
Nurturing and growing the strong partnerships
that DrinkWise has established over recent
years is a priority. Having had responsibility
for establishing these partnerships, I’m keenly
aware of how important they are to extend
the DrinkWise message to new and existing
audiences. The chance to embed the messaging
into the various sporting codes and events
will provide longevity and set expectations for
These partnerships will allow the current
How to Drink Properly and Parents campaigns,
and the You Won’t Miss a Moment if you
DrinkWise and labelling initiatives to extend
reach, frequency and influence.
Utilising industry channels, such as retail
outlets and hotels will also be part of the
planning to enable point-of-purchase messaging
to be delivered to consumers.
WHAT DO YOU HOPE TO BRING
TO THE ROLE?
I will be looking to accelerate the level of
innovation used to communicate our messages.
Many of DrinkWise’s programs are considered
world leading in both marketing channel
innovation and ability to resonate with target
It is also important to continually look
to programs similar organisations are
implementing in other countries and consider
whether success and learnings achieved in those
jurisdictions might be transferable to Australia.
Another of my immediate priorities will be
implementing a comprehensive engagement
program with government, stakeholders and
industry, essential to ensuring that benefits
of DrinkWise programs are widely known
and understood. This will pave the way for
stakeholders to proactively identify opportunities
for moderation message integration.
WHAT KEY POINTS SHOULD THE
INDUSTRY BE DISCUSSING OVER
THE NEXT 12 MONTHS?
DrinkWise is funded by a committed group of
producers and retailers who’ve taken a strong
leadership position to ensure Australians
are educated about healthy and safe alcohol
There is, however, opportunity for other
producers to significantly influence where
and how often moderation messages are
seen. DrinkWise has developed material and
messages ready for integration by industry for
sponsored events, because we know industry
message adoption accelerates awareness and
uptake, fast-tracking behaviour change.
Active support by all producers, large or
small, is key to ensuring that the work of
DrinkWise is amplified beyond what we could
achieve on our own.
Including the DrinkWise logo on advertising
materials, and the adoption of Get the Facts
and pregnancy warning labels on bottles,
cans and packaging are very simple ways to
SIMON STRAHAN, CEO
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