The campaign, launched by Acting Premier, Rob Hulls and Minister for Mental Health, Lisa Neville, highlights the choices that young people have with their drinking, and promote personal responsibility when it comes to alcohol consumption and associated behaviours.

‘When people drink to excess their judgement is impaired. These ads aren’t telling young people how to behave, but showing the choices we all have on a night out – and the consequences of making the wrong ones,’ Acting Premier Hulls said.

‘This campaign also provides a vital reminder for those who cannot control their behaviour when drinking – the consequences are real and could be with them for the rest of their lives.’

Aspects of the campaign

The campaign was developed in response to significant community concerns around alcohol-related violence in and around entertainment precincts.

Television, radio, print, outdoor and internet advertising will primarily target males aged 18-30 that are moderate to heavy drinkers. This age group was consulted throughout the development of the ads to give valuable input and credibility to the campaign.

‘Young people we worked with to develop these ads said they see it all the time – the night starts out fine, and as more drinks are consumed things get out of control. For these young people, violence was ruining their night out,’ Minister Neville said.

The advertisements will be backed up with website information on risky drinking, standard drinks and tips on staying safe. Telephone and internet-based alcohol counselling will also be available through Directline on 1800 888 236 and the Counselling Online website.

Further information

For more information on safe drinking and to view the advertisements, visit www.alcohol.vic.gov.au. While you’re there, why not try the online alcohol self assessment tool to see how your drinking levels rate?