DrinkWise Australia has joined with The Sport Australia Hall of Fame to develop the Under Your Influence (www.underyourinfluence.org.au) campaign that picks up on the crucial role parents and other influential adults play as role models.

The campaign, launched today at the Melbourne Cricket Ground, encourages parents to embrace the opportunity they have to model responsible drinking behaviours and to engage with their children on the issues associated with alcohol.

Videos featuring the Ambassadors of The Sport Australia Hall of Fame and experts like Professor Ian Hickie of the Brain and Mind Research Institute and Accident and Emergency physician Dr Andrew Rochford, will be used to foster a national conversation about the role of parents in influencing their childrens’ attitudes and behaviours toward drinking.

Central to this strategy is video content featuring the Ambassadors and their views on being role models and the influence they have as parents.

Ambassadors include Olympic and World Champion swimmers, Susie O’Neill and Kieren Perkins, America’s Cup Yachting hero John Bertrand, rowing Oarsome Foursome’s Mike McKay, former Australian netball captain Liz Ellis, aerobic champion Sue Stanley and World Champion marathon runner Robert de Castella.

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