An anti-binge-drinking ad campaign directed toward Australian youth begins this month, part of Prime Minister Kevin Rudd’s national strategy to reduce reckless inebriation.
The Sydney Morning Herald reports the multi-million-dollar campaign will utilize scare tactics to show excessive drinking can lead to “pub brawls, brain damage, mental illness, serious injuries in car accidents and even death.”
Media experts say the timing of the ads will be crucial; evening or late morning ads could catch the demographic before going out, or after waking up with hangovers.
The campaign will focus on underage drinkers and 18 to 25-year-olds.
One content advisor for the campaign said scare tactics are not enough, recommending additional alcohol-advertising restrictions, the promotion of less potent drinks, and a new taxation system.
“PM’s scare tactics to win battle of bottle”
Sydney Morning Herald, November 14, 2008