DrinkWise ‘not out to please public health lobby groups’ says marketing director
Alcohol industry backed organisation DrinkWise has rolled out two new instalments of its controversial ‘You Won’t Miss a Moment’ campaign with marketing director Simon Strahan insisting that pushing a message of moderation is more effective than urging abstinence.
The campaign, which launched in September last year to coincide with the AFL finals, ruffled the feathers of public health advocates including the Foundation for Alcohol Research and Education (FARE) which labelled it a “cleverly disguised beer ad”.
“DrinkWise has a very proud history around behavioural change campaigns, we go out to do the research. We’re not out to please public health lobby groups. What we’re out to do is to ensure the public maintains a healthy relationship with alcohol,” Strahan told Mumbrella.
Hi I’m a a person interested in Behavioural change advertising.
I’d be really interested in drinkwise explaining how these ads work to get people to drink less as I just would not have a clue.
I can’t see how they would work.
Sorry also why on earth does it matter that 80% liked these ads? What’s that got to do with behavior change. I’d also argue that 57% saying they intend to change their behavior is meaningless too.
This annoys me because it’s important. It’s not menswear it’s alcoholism and peoples lives.
Is there any evidence or Behavioural underpinnings that this is the right thing to do??
Mark – I don’t believe the ads are trying to modify the behaviour of alcoholics but more appeal to the sensible use of alcohol.
The behavioural change I expect they are trying to present is to enjoy a drink while out enjoying sport as an entertainment, but manage your consumption so you enjoy the whole game. Reminding those persons who attend sport (especially in a hospitality environment) that whilst reasonable consumption can enhance the experience, excessive consumption (as they may have done at times in the past) actually diminishes the experience – allowing them to reflect and consider changing behaviour in the future.
It is not the industries role to be anti alcohol – but is its obligation to present positive messages about its responsible and realistic consumption.
Change inherent behaviours. Awareness changes very little. I find this to be a poor backing for campaigns when actions would work more effectively.
People lie when you ask them things, it’s human nature. So the research is impossible to quantify and accept.
If advertising was the answer to drinking less and gambling less, this beautiful country wouldn’t be so deep in the hole with both!
Boozers are losers.
It’s refreshing to see a not-for-profit genuinely striving to help the target audience instead of bowing to lobby groups. The ads are brilliany.’
I think trying to teach moderation will be far more effective than abstinence.
Abstinence only gives you 2 options, to have zero alcohol or have an alcohol problem. The better solution is to teach people to control their intake of alcohol, so that they can go out somewhere and drink responsibly.