DrinkWise target school leavers in new phase of How to Drink Properly campaign

DrinkWise Australia is attempting to remind young Australians to “stay classy” and drink responsibly during Schoolies and the holiday season in the new phase of its How to Drink Properly campaign.

The campaign, created by Clemenger BBDO Melbourne, features the animated Don Draper style character who warns young Australians to pace themselves during the festive season.

According to DrinkWise marketing manager Simon Strahan one-third of 18 to 24 year-olds who have seen the first phase of the campaign, launched in February this year, reported they drank less on a night out.

“Schoolies is a time we know young adults can make poor choices about alcohol, so this next phase aims to talk to them at a critical stage of the drinking cycle: before the partying gets into full swing and to arm them with information and incentives to moderate excessive drinking,” he said.

As part of the campaign targeting those attending Schoolies, DrinkWise will be at Melbourne and Sydney airports as people head to the Gold Coast to hand out “All Class” gift packs.

The campaign is running across TV, digital and point of sale in Schoolies hotspots, such as the Gold Coast, Byron Bay, Lorne, Victor Harbour and Dunsborough, and across social media.

The campaign has not been without controversy, with Public Health Advocacy Institute director slamming is as “outrageous” at the time of launch, while the director of digital at Edge Joel Egan argued the campaign encouraged people to drink more.

Targeting school-leavers follows on from DrinkWise partnering with many Australian alcoholic drink firms to urge consumers to drink in moderation during the football finals season. That spot was condemned by FARE’s Michael Thorn as being more of a beer commercial than a public health message.



  • CEO John Scott
  • Marketing Manager Simon Strahan


  • Creative Chairman James McGrath
  • Executive Creative Director Ant Keogh
  • Art Director James Orr
  • Copywriter Elle Bullen
  • Managing Director Paul McMillan
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