DrinkWise and the Outdoor Media Association (OMA) have launched a campaign encouraging parents to reflect on the way they drink in front of their children.

The campaign will raise awareness about parental role modelling, with research continuing to highlight that parents have the greatest impact on shaping their children’s attitude to alcohol and future drinking behaviour.

The ‘DrinkWise in front of your kids’ messages will feature on more than 600 outdoor signs nationwide as part of a campaign valued at approximately $1 million.

The campaign follows research, conducted by Quantum in mid-2018, showing one-in-five parents don’t think their current drinking behaviour will influence how their children drink in the future.