Children tell parents not to let them drink in ‘Alcohol Think Again’ campaign

Curtin University’s alcohol programs team has told parents to “be a parent” and say no to letting their children drink before they turn 18.

The ad, which was developed by 303 MullenLowe Perth, aims to reiterate the importance of delaying adolescent alcohol consumption and features a group of school children asking their parents to say no to letting them drinking underage.

The ad sees teenagers asking their parents to say no to drinking now even though they may slam doors in their face.

John Linton, planning director at 303 MullenLowe said in a statement: “We wanted to focus on the pressure parents feel when it comes to letting their underage children try alcohol – whether that’s pressure coming from the kids themselves or because of a belief that it’s ‘what other parents do’ – because research showed it had a significant influence on their ultimate decision-making.”

Richard Berney, ECD at 303 MullenLowe, added: “At the heart of this idea is children asking their parents, to be parents. I have two adolescent children, and their powers of persuasion are surprising and relentless. To me, this idea was the one that held me – my kids ultimately need me to say ‘no’.”

The campaign will roll out across TV, cinema, social media, digital and print.


  • Curtin University’s Alcohol Programs Team at the Public Health Advocacy Institute of WA (previously the McCusker Centre for Action on Alcohol and Youth)
    Julia Stafford: Research Fellow
    Danica Keric: Research Associate
    Mental Health Commission
    Senior Project Officer: Hannah Samsa
    Date 14th November 2018
    Manager – Public Education and Health Promotion Programs: Christine Yeang
    Project Support Officer: Laura Moniodis
  • 303 MullenLowe
    Executive Creative Director: Richard Berney
    Copywriter: Melita Masters
    Art Director: Bianca Galan-Dwyer
    Producer: Rozanne Fretz
    Planning Director: John Linton
    Client Services Director: Todd Baker
    Copywriter: Molly Cathcart
    Strategic Planner: Milica Djurovic
  • Production: Beautiful Pictures
    Producer: Kate Downie
    Director: Jess Bluck
    Post Production: The Office of John Cheese
    DOP: Patrick O’Sullivan
    Sound: Nick Gallagher – Brainestorm
    Photographer: Sam Harris Photography
  • Media Agency: OMD WA
    Account Director: Emma Groves
    Account Manager: Molly Trumble
    Digital Account Manager: Samantha Marx

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