You may have seen an earlier post about an ad campaign in New Zealand that was a bit “outside the box” in terms of drug and alcohol awareness. Another campaign has been launched recently that might also be described as falling outside of the usual.
If you haven’t come across it yet, DrinkWise – a not-for-profit organisation established by the alcohol industry to promote safer and healthier drinking behaviours – has launched an online campaign to promote “classy” drinking. The adverts aim to draw a distinction between what is appropriate drinking behaviour and what is not.
The target group for the ads is young adults and the clips are currently circulating through social media.
There has been an uproar from professionals in the area, as well as less informed commentators. You can see some of the back lash here:
DrinkWise’s cynical campaign shouldn’t fool anyone – Adrian Carter (NHMRC Research Fellow at The University of Queensland Centre for Clinical Research) & Wayne Hall (Professor and Director of the Centre for Youth Substance Abuse Research at the University of Queensland). The Conversation.
Expert condemns ‘appalling’ DrinkWise campaign – Amanda Hoh & Megan Levy, quoting Professor Mike Daube, the director of the Public Health Advocacy Institute and the McCusker Centre for Action on Alcohol and Youth. Sydney Morning Herald.
Susie O’Brien: If the new DrinkWise ad is supposed to promote safe drinking it’s sadly missing a sober mark. Herald Sun.
Somewhat predictably, less informed commentators are calling for more “scare them straight” tactics. Evidence suggests that these scare campaigns don’t work. Will the DrinkWise campaign be effective, or will it do what some fear and promote drinking?