In June 2002, the Minister for Health launched the Victorian Alcohol Strategy: Stage One Report. The Strategy, prepared by the Department of Human Services, provided an overview on alcohol-related issues in Victoria and was the first step in an ongoing effort to reduce alcohol related harm to individual users and the Victorian community. One of the key proposals contained in the Strategy was the development and implementation of an alcohol awareness campaign targeting 14 – 15 year olds.

The research regarding young people and their consumption of alcohol suggests the areas that most need attention are improving young people’s understanding of the harmful consequences of drinking and influencing their attitudes and behaviour so that they can make informed decisions about drinking, whether that be to not drink at all or to drink less.

To increase the awareness of the negative consequences of regular excessive drinking and to inform young people of ways to reduce alcohol related harm, the Victorian Government developed an awareness campaign targeting 14 – 15 year olds. The Youth Alcohol Campaign comprised a mixture of television, cinema, radio, internet, outdoor and in-venue advertising.

The main target audience of the Victorian Youth Alcohol Campaign were people aged 14 – 15 year old, who were either in year 10 or late year 9 with increasing exposure to social and peer group situations where alcohol is being consumed.

The Campaign was also relevant to 13 –14 year olds who would soon be at the age where they could possibly be confronting issues around alcohol consumption.

Other target audiences included parents of 14 – 15 year olds and the general Victorian community.

The aims of the Youth Alcohol Campaign included:

• Increase young people’s understanding of the negative consequences of drinking, in particular excessive or harmful drinking;
• Influence young people’s attitudes, decisions and behaviours around alcohol to reduce the likelihood of uptake of regular excessive or harmful drinking;
• Minimise alcohol related harm among young people; and
• Increase young people’s awareness of the services available to help someone with an alcohol problem, and ways to access the services, in particular Directline 1800 888 236.

The key messages of the Campaign were:

• There are negative consequences of excessive alcohol consumption, such as potentially looking foolish or doing something embarrassing in front of friends;
• Wanting to try new experiences and socialising with friends does not require consuming alcohol at harmful levels;
• Identity and belonging as a young person is not dependent on drinking alcohol; and
• There are information and referral services available through Directline 1800 888 236.