Parental influence campaign
DrinkWise has placed a major focus on parents’ roles as ‘influencers’ and role models in their children’s lives when it comes to their future use of alcohol. We know that parents, through their own attitudes and drinking behaviour, have the power to positively influence their children’s future drinking behaviour – even from a very early age.
The DrinkWise Parental influence campaigns have enabled parents to become more aware of the role they play in the education, attitudes and behaviours their children have around alcohol. The campaigns position parents as role models and ‘influencers’ in their children’s lives.
The DrinkWise campaigns have held a mirror up to parents’ behaviours, supporting them to make responsible decisions about alcohol supply and consumption around kids.
Ongoing education is critical and DrinkWise is committed to working with parents to help look after the next generation.
It’s okay to say nay (current campaign)
In 2022, DrinkWise launched the It’s okay to say nay campaign to educate parents about the important role they play in setting boundaries around alcohol and that the overwhelming majority of parents don’t supply their teens with alcohol.
The campaign highlights the decisions many parents face when talking to their teens about alcohol. It reassures parents that most other parents don’t supply their underage teens with alcohol. By setting strong boundaries, parents are helping their kids make the smart choice to avoid drinking alcohol when underage.
Kids absorb your drinking (2008)
Launched in 2008, the Kids absorb your drinking campaign marked DrinkWise’s initial step towards bringing about generational change in attitudes to alcohol. The campaign highlighted the strong positive relationship between the way parents drink and their children’s future drinking habits.
The key to this campaign was ‘holding up a mirror’, to increase parents’ awareness of the effects of role modelling on their children’s future drinking behaviour.
The campaign sought to start conversations about this issue among spouses, family and friends. The Kids absorb your drinking campaign included a major television commercial supported by outdoor, digital and consumer information.
Kids and alcohol don't mix (2009)
Developed in 2009, Kids and alcohol don’t mix campaign encouraged parents to delay their child’s introduction to alcohol. DrinkWise recognised that for many parents talking to their kids about alcohol and setting clear boundaries and expectations was a daunting task.
The campaign aimed to challenge the belief that parents should introduce alcohol to their child as a way of socialising them to this adult activity. This could be through allowing them to start drinking in the family home during their teenage years.
The campaign captured a common scenario that occurs when teenagers ask if they can ‘have a drink’. It sought to encourage parents to agree on a strategy for talking to their kids about delaying the introduction of alcohol.
DrinkWise in front of your kids (2009)
DrinkWise in front of your kids, once again held up the mirror for parents to reflect on their own drinking behaviours and how these might shape their children’s attitude to alcohol and future drinking behaviours
It again encouraged parents to reflect on the way they drink in front of their children and the importance of positive role modelling. The DrinkWise in front of your kids, messages featured on more than 600 outdoor signs nationwide.
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Audio
VideoIt’s okay to say nay
Fetal Alcohol Spectrum Disorder (FASD) Awareness Program
