DON'T TURN A NIGHT OUT INTO A NIGHTMARE
(National Binge Drinking Strategy)
http://www.drinkingnightmare.gov.au/
Aim: The Aim of this strategy is to alert the viewers of the alarming information about the short and long-term harms associated with excessive drinking and suggestions on how to cope with peer pressure. The website states in their background that they are attempting to address the high levels of binge drinking among young Australians and that Binge drinking among young people is a community wide problem that demands a community wide response which includes an emphasis on young people taking greater personal responsibility for their behaviour.
Target audience: This government initiative strategy does not only target one age group but basically all, there are subsections on this page labelled Below 18, Over 18 and finally Parents, to help everyone make the right decisions and be a good role model to others in terms of Binge Drinking. The campaign’s primary target audiences are teenagers aged 15-17 and young adults aged 18-25 years. With a secondary target audience of Parents of 13-17 Year olds.
Overview: The Campaign, ‘Don’t turn a night out into a nightmare’ was launched in November 2008. It includes advertising, public relations and sponsorship activities. It focuses on the negative consequences or short term and long terms harms associated with drinking to excess.
Strategies used: Don’t turn a night out into a nightmare uses many strategies to help both there primary and secondary target audience. They have set this initiative up to help:
- Raise awareness of the harms and costs associated with drinking to intoxication.
- Deliver personally relevant messages to encourage, motivate and support the primary target groups to reconsider the acceptability of the harms and costs associated with drinking to intoxication, assess their own drinking behaviour and make changes to their own behaviours where necessary.
- Deliver personally relevant messages to encourage, motivate and support the secondary target group to examine their own attitudes and behaviour around alcohol consumption, talk to their children about alcohol use, misuse and the consequences of drinking to intoxication and to model appropriate behaviour for their children around alcohol use.
Drinking Nightmare Game: http://www.drinkingnightmare.gov.au/internet/drinkingnightmare/publishing.nsf/Content/game