24 September 2014
In a joint initiative, DrinkWise and its alcohol industry contributors are urging Australians at public events – and at home – to moderate their drinking so not to miss a moment of the action.
In its first iteration, during this year’s AFL Finals Series, ‘You won’t miss a moment if you DrinkWise’ won the backing of the AFL, with the message visible at the grounds, in print, television spots and on radio, using advertising inventory made available by contributors and event sponsors.
DrinkWise chief executive John Scott said the early positive response to ‘You won’t miss a moment if you DrinkWise’ was strong, because it reflected a wish established by consumer research.
“Our research into event-centric drinking showed that missing out on forming memories of an event was a powerful tension,” Mr Scott said.
“Having a drink at the cricket, a comedy show or music festival can be an enjoyable way to socialise with friends and family, but moderation is the key to ensuring you – and others around you – come away with great memories of the event.”
As spring turns to summer and the events and opportunities for ‘You won’t miss a moment if you DrinkWise’ present themselves, visibility of the initiative will increase.
Mr Scott said ‘You won’t miss a moment if you DrinkWise’ presented the opportunity to opt-in, providing a practical model for collaboration that invites any organisation or entity with a stake in changing poor drinking cultures to engage in a shared vision: a clear message of moderation.