Fatal consequences in new anti-binge drinking campaign

As part of the State Government’s ongoing commitment to combating binge drinking, phase two of the new hard-hitting Safer Drinking Cultures campaign will launch in cinemas from tomorrow.

Treasurer and Liquor Licensing minister Andrew Fraser today released the second phase entitled: Every Drink Counts, which includes a series of confronting advertisements appearing until June 2009.

“Events that occur during spates of excessive drinking can range from embarrassing to life changing,” said Mr Fraser.

“One of the latest advertisements features the most serious consequence of binge-drinking – the loss of a young life.”

The Every Drink Counts advertisements use confronting images of young men and women in real and terrifying situations to urge young adults not to take it too far. The imagery includes numbers, escalating and representing the number of drinks consumed throughout the night.

“The message is clear: Every Drink Counts. In one moment of drunken stupidity a punch can be thrown, a glass smashed into someone’s face, or a young person pushed into oncoming traffic,” said Mr Fraser.

“These are the real consequences of binge drinking that we continue to hear about almost every weekend.”

“This advertisement highlights the fatal consequences of excessive drinking in the hope that young adults will take notice and make more responsible choices for their futures.”

The campaign aims to get young people, aged 18 – 25 years, changing dangerous drinking practices.

Focus group testing of the materials revealed that the advertisements were successful in getting the target audience to confront their drinking behaviour.

“Our focus group research also revealed that many young people don’t realise that one stubby or one alco-pop is usually more than one drink.

“We are not asking young people to stop drinking, we are just asking them to recognise that there are worse consequences than a hangover.

The campaign also includes interactive online graphics, posters in venue washrooms, radio and press advertising.

The ads are avaliable on the website visit www.everydrinkcounts.qld.gov.au, or contact the Office of Liquor, Gaming and Racing. 

Media contacts:

Treasurer’s Office – 3224 6361 or 3224 5982

Office of Liquor, Gaming and Racing – 3247 5963