Drinkwise and OMA team up to promote drinking in moderation
Drinkwise and the Outdoor Media Association (OMA) have teamed up to promote drinking in moderation.
The slogan ‘Children can inherit more than your looks’ will be splashed upon more than 500 billboards this month, targeting areas that have a higher reach to adults.
“Our recent Drinkwise research has revealed that 20% of parents are not aware that children form attitudes towards alcohol long before they start drinking,” said Simon Strahan, CEO of Drinkwise.
“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.
“Our aim is to encourage parents talk to their children about responsible drinking, plus reflect on their own relationship with alcohol – especially around children.”
Strahan added that the value of the campaign is almost $1.3m, bringing the total investment of Drinkwise’s partnership with the OMA to $4m.
“We are very appreciative of the outdoor industry’s commitment to Drinkwise and this message,” he said.
OMA CEO, Charmaine Moldrich, said that the outdoor industry has a responsibility to “support initiatives that influence healthy habits and strong families”.
“After our first Drinkwise outdoor campaign in September 2018, our follow up survey revealed that 58% of those who saw the signs said they were more conscious of how their children perceive them when drinking, and 32% discussed their drinking behaviours with their family and friends,” she said.
“We are the ‘always on’ media, with 93% of the population seeing our messages, and the perfect platform to start a national dialogue around critical issues such as this. We hope this latest Drinkwise burst will help create more positive conversations and actions around responsible drinking.”
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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