In a new initiative, DrinkWise has partnered with the liquor retail industry to encourage school leavers to make responsible decisions around alcohol.
Messages will be displayed in more than 600 different retail stores across Endeavour Group (EG), Coles, IGA Liquor and members of Retail Drinks Australia, with alcohol advice and moderation recommendations found in high traffic areas.
DrinkWise CEO, Simon Strahan, explains that the organisation isn’t trying to dampened the mood, but to help school leavers celebrate safely.
“DrinkWise is working with retailers, including Dan Murphy’s and BWS, to display moderation messages within liquor stores to remind Schoolies to stay classy when celebrating,” Strahan said.
“We know for many Schoolies this is their first time away without their parents and that can be exciting but also a little daunting. While it is understandably a chance to celebrate the end of their schooling, we want to ensure everyone stays safe and makes good choices, especially if consuming alcohol.”
Alongside the POS placements and physical in-store displays, 18 year-olds in key Schoolies hotspots will also be targeted with animated adverts from the campaign on Snapchat, supported by audio ads on music streaming services. These will provide information and guidance on moderation, and how to enjoy the celebration without engaging in risky drinking.
Almost 300 of EG’s Dan Murphy’s, BWS and ALH hotels will participate in the initiative, and Director of Operations Michael James believes the campaign reflects the grouop’s commitment to safe drinking.
“In partnering with DrinkWise to help drive better outcomes in the community, we continue to invest in initiatives that highlight the importance we place on being a responsible retail drinks and hotels business,” James said.
James also stated that EG would be redoubling its efforts to ensure that minors cannot access alcohol at the group’s locations, including through legal drinking age adults.
“We refuse service if we believe an adult is purchasing alcohol on behalf of a minor, and during Schoolies season our store teams and security guards will be on high alert,” James commented.
Schoolies began on 19 November, and are on-going across Australia.