This campaign was seen as the first step towards creating generational change in attitudes towards alcohol across Australia. And to promote a safer and more responsible drinking culture.
Parents, through their own attitudes and drinking patterns, have the power to positively influence their children’s future drinking behaviour; even from a very early age.
Raising awareness of this fact became the major aim of the campaign. The campaign also sought to start conversations about this issue amongst spouses, family and friends – well before their own children started experimenting with alcohol.
Results of the campaign
Since its launch, the campaign results have very positive across the board – from tracking research through to parents recalling the ad.
- A third of all parents (that consume alcohol) reported that during the last 12 months they had subsequently either reduced the amount of alcohol consumed in front of their children (27%) or stopping drinking in front of their children (6%).
- Over four in ten of those parents (41%) indicated reducing their drinking as they wanted to be a good role model and/or set a good example.
- 14% indicated that TV advertising has been a factor in their decision to cut down or stop drinking in front of their children.
Kids Absorb Your Drinking also received very high awareness and cut through with the general public. A study undertaken by Colmar Brunton Social Marketing Research indicated that it was the most recalled advertisement amongst all government marketing and communications.