DrinkWise encourages parents to be better role models in outdoor campaign

DrinkWise – an industry body focused on “safe drinking” rather than alcohol abstinence – and the Outdoor Media Association (OMA) have created a campaign which encourages Australian parents to be better role models and think about the way they drink in front of their children.

The campaign is based on research which suggests parents still have the greatest impact on influencing their children’s behaviours and attitudes towards alcohol.

One of the out-of-home executions

Titled ‘DrinkWise in front of your kids’, the $1m campaign includes posters which say ‘Children can inherit more than your looks’.

Research conducted by Quantum found one in five parents don’t think their current drinking behaviour will influence how their children drink in the future. The campaign aims to debunk this theory and help parents be better role models to their children when it comes to drinking.

Simon Strahan, CEO at DrinkWise, said in a statement: “The ‘Children can inherit more than your looks’ line taps into a well-known truth – that we can not only end up looking like our parents, but often end up behaving like them as well. It serves as a reminder that parents need to be positive role models, particularly if alcohol is present.

“Our research shows that 20% of parents do not seem to recognise that kids are forming their attitudes towards alcohol long before they start drinking.”

Charmaine Moldrich, CEO of OMA, added: “We understand that a key influence of underage drinking is parents and peers. We hope that the partnership between DrinkWise and OMA will start a conversation that brings awareness to the impact of individual behaviour to enable strong, healthy communities in the future.”

DrinkWise recently landed itself in hot water for pregnancy advice posters in doctors’ offices and hospitals which declared “It’s not known if alcohol is safe to drink when you are pregnant”. The Australian Medical Association and the Foundation of Alcohol Research and Education protested, and the posters were removed after it was agreed they were misleading and inaccurate.


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