DrinkWise and the Queensland Hotels Association (QHA) have launched a new initiative to remind Queenslanders who choose to purchase and drink alcohol about the importance of moderating their alcohol consumption, always being respectful towards others and knowing that support services are there to provide help and advice if needed.
In conjunction with Queensland Police, Member for Cairns and Assistant Minister for Tourism Industry Development Mr Michael Healy, Mayor of Cairns Cr Bob Manning OAM, Member for Traeger Mr Robbie Katter, Mayor of Mount Isa Danielle Slade, Member for Townsville and Minister for Resources Scott Stewart MP, Mayor of Townsville Jenny Hill Clubs Queensland and the North Queensland Cowboys, the DrinkWise initiative aims to clearly set expectations around acceptable behaviour in licensed venues. It also reinforces that if people are having trouble managing their consumption or behaviour, asking for help is okay, with the support of services including, Lives Lived Well, ReachOut, 13YARN, 1800RESPECT, DVConnect and Men’s Referral Service available to offer advice and support.
This initiative expands upon DrinkWise’s education efforts in Queensland, which increased after the organisation’s research revealed Queenslanders (34%)* are significantly more likely to be drinking alcohol at risky levels when compared with the nation’s average (28%)*. Risky drinkers are classified as people who consume 10 or more standard drinks a week, or more than four standard drinks during a day.
Moderation, respect and responsibility themed posters, coasters, and digital assets are displayed across 137 licensed venues and bottle shops across the Cairns, Mount Isa and Townsville areas in regional Queensland. Moderation, mental health and support service social media messaging will also be tailored for adult audiences in the these areas, including specific moderation and mental health messaging directed towards young adults.
Examples of some of the moderation, respect and responsibility themed posters that will be displayed in regional Queensland.
DrinkWise Chief Executive Officer Simon Strahan said, “The latest Australian Government statistics confirm that Australians are continuing to make healthier and safer decisions with respect to their alcohol consumption. Over the past 15 years we have seen drinking habits change substantially, with less drinking at risky levels and many reporting that they have cut back on their consumption**. Of course, while the majority of Australians are choosing to drink within the recommended government guidelines, there are still some who are drinking at risky levels, engaging in anti-social behaviour or turning to alcohol as a coping strategy, which is why we’re increasing our efforts in Queensland.”
Senior Sergeant of Queensland Police Gary Hunter said, “The DrinkWise messaging is really important to educate the wider community about drinking in moderation and being respectful to those they live with and the wider community at all times. The resources remind our community about expected behaviour in our licensed venues and encourage them to reach out for help if they or someone they know needs support managing their alcohol consumption.”
Member for Cairns and Assistant Minister for Tourism Industry Development Mr Michael Healy said, “This collaboration with police, industry, community and government will help to promote a great experience for patrons as well as reinforcing expectations around individual responsibility when entering our pubs, bars and bottle shops in regional Queensland. This is an important initiative that will also help set expectations for the 2.8 million visitors from across the globe who holiday here each year with us.”
Mayor of Cairns, Cr Bob Manning said “Education is important and this whole-of-community approach is a great step in the right direction. These DrinkWise materials will serve as consistent reminders to those customers who choose to drink, to do so responsibly and to socialise in a respectful manner. They also remind customers that if they or someone they know need help and support managing alcohol consumption there are some great support services available and that asking for help is a sign of strength.”
North Queensland Cowboys player Cohen Hess, said “The initiative is something all the Cowboys players are passionate about. We’re proud to work with DrinkWise to remind Queenslanders to take care of one another and if choosing to drink alcohol at a game, at a hotel or at home, it should always be in moderation and respecting those around them.”
QHA Chief Executive Bernie Hogan said “QHA is proud to support this initiative to remind patrons that having a great experience at licensed venues means respecting those around you and consuming in moderation if drinking alcohol. It is important that QHA are helping promote messages that encourage conversations about mental health, with pubs integral to our regional Queensland communities. We want to ensure that as our customers come together at licensed venues, to socialise, have a meal, catch up with friends and family, they have a great time and they also use these opportunities to talk about local issues and support each other,” said Hogan.
Backed by research
As an evidence-based organisation, DrinkWise relies on key independent research and clinical advice to underpin our campaigns and programs. This campaign was a collaboration with experts in research, public health and social marketing, in addition to being developed and tested with alcohol and domestic violence support services, Queensland Police, the Cairns Youth Advisory group and local and State government. The following insights informed the campaign:
The campaign
Following the campaign media launches that attracted significant television, radio and print coverage, moderation, respect and responsibility themed posters, coasters, and digital assets are now displayed in 137 pubs, bars and bottle shops throughout Cairns, Mount Isa and Townsville.
Examples of posters
Examples of coasters
Moderation, mental health and support service social media messaging will also be tailored for adult audiences in the Cairns, Mount Isa and Townsville areas, including specific moderation and mental health messaging directed towards young adults.
