DrinkWise joined forces with South Australian Government, South Australian Police, Adelaide Metro and support services 1800RESPECT, Men’s Referral Service and 13YARN, to highlight the importance of moderating alcohol consumption and always being respectful toward others during the upcoming matches.
The Always respect, always DrinkWise campaign is being promoted through the AFL’s Gather Round this weekend, and aims to help all fans enjoy the round in a safe and friendly environment.
DrinkWise Chief Executive Officer, Simon Strahan said: “As a nation, Australians are drinking more moderately than ever before and this has become evident within the AFL community.
“Our new research has shown that 93 per cent of AFL fans agree they typically drink responsibly at events and 94 per cent believe an event can be ruined if people drink too much. These statistics demonstrate that drinking behaviours are improving and trending in a positive direction.
“With 82 per cent of AFL fans stating that having a drink or two at a sporting event is an Australian tradition, the Always respect, always DrinkWise campaign serves as a reminder that if you’re choosing to drink whether you’re watching the game at the ground, the pub or at home – it should be consumed responsibly.
“We don’t want to moderate the excitement around gather round, but we do want fans to moderate their consumption.”
It’s a sentiment backed by North Melbourne player Aidan Corr, who said: “While we know some fans enjoy a drink or two while watching their favourite AFL stars battle it out on the field, it’s important that they do that in moderation so that they and those around them can enjoy all the great moments of our game.
“It can be easy to get caught up in the moment, especially when your team manages to kick a goal at the last minute, so it’s important to look after each other and be mindful of keeping an eye on how much alcohol you’re drinking.”
Campaign messaging will be on billboard advertisements located in high-traffic areas in and around Adelaide, including at the arrivals hall of the Adelaide airport. Messaging will also be seen in liquor retail outlets and hotel venues around the Adelaide city precinct, with Coles Liquor, Endeavour Group, Retail Drinks Australia and Australian Hotels Associations South Australia supporting the campaign. A digital mobile messaging truck will also be roaming around the Adelaide city centre and near game venues in the lead-up to matches.
Zoe Bettison, Minister for Tourism and Multicultural Affairs said: “We’re so excited to welcome both locals and interstate AFL fans to the upcoming Gather Round matches, as it provides an incredible opportunity for our local businesses and vendors to showcase the very best South Australia has to offer.
“As a state renowned and celebrated for its plentiful wineries, distilleries and breweries, DrinkWise’s Always respect, always DrinkWise campaign allows us to prompt locals and visitors to be respectful of others while drinking so we won’t miss a moment of the action.”
Always respect, always DrinkWise messaging will be further promoted via social media messaging and the digital channels of the South Australian Government, South Australian Police, DrinkWise, 1800RESPECT, Men’s Referral Service and 13YARN, with SA Police sayng it will have a strong presence over the weekend.
Assistant Commissioner for the South Australian Police Metropolitan Operations Service, Scott Duval said: “South Australia Police will be highly visible during AFL Gather Round at game venues, the Adelaide CBD and on roads across the state.
“They will be actively targeting alcohol-fuelled anti-social behaviour and alcohol and drug driving with a particular focus on ensuring venues and roads are safe.
“Police encourage all AFL Gather Round attendees to drink responsibly, put their focus on being active and responsible fans and if driving not to make the poor decision to drive if they have consumed alcohol or drugs.”