DrinkWise has launched its latest campaign, which is targeting young adults in a bid to reduce excessive consumption.
The campaign follows a study which found that it is young adults who are still drinking most excessively, consuming five or more standard drinks on a night out (21 per cent), compared to 16 per cent of all other age groups.
Study also found that, while this number is still too high, there are some encouraging signs of more responsible attitudes, with this number reducing from 31 per cent over the past two years.
Additionally, almost half of 18-24 year olds (44 per cent) sometimes regret what they have done when drinking, with some of the biggest concerns being the risk of vomiting (26 per cent), making a fool of themselves (24 per cent) and drunk texting or social media posting (14 per cent).
Off the back of the study, DrinkWise has launched ‘The Internet Remembers’ campaign, which will see a collection of unsophisticated drinking moments from the internet bought to life across the country via a series of augmented reality (AR) displays in bars, via social media and throughout city centres.
DrinkWise CEO, Simon Strahan said: “The fact that young adults see vomiting and making a fool of themselves as a greater risk from excessive drinking than their long-term health means we need to take an innovative approach to our moderation message.
“We’re very aware of the importance of social media to young adults and the time they spend curating their profiles online, all of which can be destroyed from too many drinks and an embarrassing moment, which once on the internet, will be around long after the hangover is gone.
“In conjunction with ongoing campaigns, this augmented reality experience will support our aim of a healthier and safer drinking culture and provide a timely reminder, particularly to young adults, about the risks of excessive drinking.”
The campaign launched in Melbourne yesterday with the Internet Remembers statues featuring in AR at Southbank Spillway and Federation Square. Today and tomorrow they will appear at Acland Street, St Kilda and Federation Square, from 4-8pm.