By Andrew Starke

The Australian cricket community and major liquor suppliers will again encourage fans to ‘Know When to Declare’ this summer in a new and expanded responsible drinking campaign.

Cricket Australia and its partners Foster’s Group, Diageo Australia and the Nine Network have expanded on last year’s “Classic Declarations” broadcast campaign, which featured cricket personalities including Michael Clarke, Richie Benaud and Tony Greig.

The ‘Know When to Declare’ campaign was launched last year during the Boxing Day Test match in Melbourne with then Prime Minister, Kevin Rudd, and Minister for Sport, Kate Ellis, along with leaders from all four organisations.

The campaign was recognised in the Federal Government’s Budget papers in 2010 as an example of “voluntary and collaborative approaches with the alcohol industry to promote a more responsible approach to alcohol in Australia”.

‘Know When to Declare’ Phase 2 will carry the tag, “Don’t be ‘that guy’ at the cricket”, reminding young Australians to take responsibility for their actions and not to be known as ‘that guy’ who is left embarrassed for having one too many with his mates.

The campaign again includes a 30 second TV community service announcement (CSA) this year featuring Australian fast bowler Mitchell Johnson and Channel 9 commentators Michael Slater and Tony Greig.

The CSA will air on Channel 9 throughout the summer.

The expansion of ‘Know When to Declare’ will this year include outdoor billboards and communication direct to cricket captains of community cricket clubs around the country.

Managing Director for Diageo Australia, Tim Salt, said: “We’re excited to be part of this initiative as we were last year. The ‘Know When to Declare’ partnership fits with our on-going commitment to working with our sports partners and other groups to promote a better drinking culture.

“Our research shows that cricket is a strong vehicle to engage young men about the personal choices they make when drinking. This latest campaign is engaging because it delivers this message and highlights the negative consequences of not taking control, but without preaching.”

“Most Australian’s know the difference between a quiet and enjoyable drink with friends or family and being ‘that guy’,” Foster’s Group Limited CEO, Ian Johnston said.

“The message from this campaign is clear; by all means enjoy a drink, but know your limits and know when to declare.”

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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