In 2012, DrinkWise Australia began working with the alcohol industry to develop point-of-sale information for customers – the goal being to highlight warning consumer information labels on alcoholic products, which advise women that it is safest not to drink while pregnant.
DrinkWise’s aim was to inform and empower women to make healthy lifestyle choices when planning a pregnancy, pregnant or breastfeeding.
The national initiative included a variety of radio messages featuring medical expert Dr Alec Walsh and DrinkWise Ambassador Dr Andrew Rochford. Advertising also extended across 600 licensed venues as well as shopping centres, and over one million brochures were also distributed across more than 3500 liquor stores.
Participating retailers included Aldi, BWS, Cellarbrations, Dan Murphy’s, First Choice, IGA Liquor, Liquorland, The Bottle-O, Thirsty Camel, Woolworths Liquor and Vintage Cellars.
This initiative wouldn’t have been possible without funding from the then Federal Department of Health and Ageing.