DrinkWise Australia’s corporate philosophy is underpinned by an agenda for cultural change. We aim to create a safer and more responsible drinking culture in Australia. Our national education campaigns are supported by a variety of community engagement programs across Australia.
DrinkWise strategically collaborates with medical experts, public figures and influential Australians. Our ambassadors include various sporting legends from The Sports Australia Hall of Fame and prominent physician Dr Andrew Rochford.
Launched in June 2008 as the initial step towards engaging generational change in attitudes to alcohol and was the most recalled advertisement of 30 advertisements that were the subject of a government marketing and communications study.
The ‘Kids and Alcohol Don’t Mix’ campaign was developed to encourage and support parents to delay their kid’s introduction to alcohol based on research that suggests alcohol can have a negative effect on the developing adolescent brain.
In 2010, the DrinkWise Australia Board took the decision to develop consumer information messages for voluntary inclusion on alcohol labels to support Australian consumers to better understand the issues around alcohol consumption.
DrinkWise corporate philosophy is underpinned by an agenda for cultural change. We achieve our objective via our national education campaigns, supported by a variety of advertising and community engagement programs across Australia.