DrinkWise is committed to shaping a healthier and safer drinking culture in Australia.
One of the healthiest parts of Australia’s culture is our relationship with sport, recreational and cultural pursuits. In particular, sporting values, symbols and rituals are evident throughout our lives – from our own participation in school sport and local sporting teams through to state and national teams.
DrinkWise Australia recognises that sport and leisure pursuits provides a fantastic opportunity to promote our key messages of:
- Understanding the effects of alcohol on the body
- Acting responsibly when consuming alcohol
- Being mindful as a parent or influential adult when drinking in front of younger Australians.
Keep the event the focus, not the alcohol.
According to AustraliaSCAN™ research, almost eight in ten Australians see enjoying a few drinks with mates as a great Australian tradition and additional research commissioned by DrinkWise indicates that almost eight in ten agree that it’s okay to have a drink or two at public events. Most Australians however believe it is important to drink responsibly at sporting and cultural events – with most acknowledging that an event can be ruined if people drink too much.
Having a drink at a sporting match, a comedy show or a music festival can be an enjoyable way to socialise with friends and family. However while the majority of those who drink alcohol at events do so responsibly, many can also point to times when they’ve overdone it, or have had their experience lessened because of a few too many. The initiative is about encouraging a safer, healthier drinking culture in Australia by keeping the event the focus, not the alcohol.
You Won’t Miss a Moment if you DrinkWise is an integrated initiative supported by an alliance of industry, event sponsors, media and sporting codes who have come together with DrinkWise to present a unified approach to affirming the importance of drinking in moderation, and getting the facts about alcohol consumption. This initiative marks an industry first, conveying a unified moderation message which encourages sports fans, music lovers and festival-goers to drink responsibly and ensure they don’t miss the most memorable moments of an event.
This ground breaking initiative commenced with the 2014 AFL Finals and has now been promoted across major events including the Spring Racing Carnival, NRL finals, Australian Open Tennis, Surf Australia and the 2015 World Cup of Cricket – using donated advertising space, and supported by sporting codes and broadcasters – including on ground signage, television and radio broadcasts.
The initiative encourages Australians to get the facts about their alcohol consumption from the DrinkWise website, to assist consumers in making positive choices about how they drink. The website provides a range of information, including a standard drinks calculator, an interactive health tool, and practical tips and advice about moderation and responsible drinking.
Since 2009, DrinkWise has had an ongoing partnership with the Sport Australia Hall of Fame (SAHOF) and part of this initiative involves the filming of SAHOF members remembering some of their favourite sporting moments. Featuring Ian Healy, Wally Lewis, Leigh Matthews, and Kevin Sheedy, the commercials showcase how important iconic sporting moments are to Australians, serving as a reminder to viewers that if they’re consuming alcohol while watching sport, to do so in moderation, so they too can recall the great ‘moments’.
DrinkWise will continue to work with its contributors to promote this message across a broad range of cultural, music and sporting events – from Melbourne’s Spring Racing Carnival and major capital city events, to local community festivals around the country.