Drinkwise and OMA highlight the importance of setting a good example this Christmas in $1m campaign
Drinkwise’s partnership with the Outdoor Media Association (OMA) will continue over Christmas, with a new $1m campaign beginning 23 December which highlights the impact adults have on children’s’ future drinking habits.
The campaign, dubbed ‘Children can inherit more than your looks’, will run across more than 100 outdoor signs for two weeks.
“The outdoor advertising industry has played an important part in the national conversation around the Drinkwise message; that children can inherit more than your looks. Our members are aware of our responsibility to the community and are leading the way in supporting advertising initiatives that influence healthy habits and positive role modelling behaviours,” said OMA CEO Charmaine Moldrich.
“After the third round of our Drinkwise outdoor campaign earlier this year, the research revealed consistently successful results with 63% of those who saw our signs planning to reduce alcohol consumption in front of their kids. The results also showed that the outdoor campaign drove action with one in three people starting a conversation with friends and family.
“There is more confidence than ever in outdoor advertising being an effective channel to raise awareness about important community issues. We are excited to run this campaign again and build on the momentum.”
Drinkwise’s chief executive, Simon Strahan, added that children can often behave like their parents, which reinforces the need to highlight the importance of parental responsibility.
“The purpose of this awareness campaign is to remind adults, especially parents, that they have the greatest impact on shaping children’s attitude to alcohol and future drinking behaviour,” Strahan said.
“Our recent Drinkwise research has revealed that 20% of parents are not aware that their drinking behaviour can influence how their children drink later in life.
“Therefore, it’s vital that we continually reinforce to parents that children can inherit more than your looks. We not only end up looking like our parents, but often end up behaving like them as well.”
Strahan added that Drinkwise appreciates the OMA’s role in promoting such a message.
“The value of this latest outdoor campaign brings the total investment of our OMA partnership to well over $5m to-date. We are very appreciative of the outdoor industry’s commitment to Drinkwise and leadership by promoting this important message,” he said.
The Drinkwise and OMA partnership has been running for three years.
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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