DrinkWise and OMA raise awareness of parental influence on children's future drinking behaviours with a one million dollar campaign push.
The latest campaign from OMA and DrinkWise addresses the importance of parental role modelling when it comes to alcohol consumption.
With research showing children's future drinking habits reflecting that of their parents, the ad urges parents to be mindful of drinking around their children.
The ad artwork to be distributed across Australia features the phrase “Children can inherit more than your looks".
The one million dollar campaign push follows research conducted by Quantum this year, showing one-in-five parents do not think their current drinking behaviour will influence the future drinking behaviours of their children.
“The 'Children can inherit more than your looks' line taps into a well-known truth – that we can not only end up looking like our parents, but often end up behaving like them as well,” DrinkWise CEO Simon Strahan says.
“It serves as a reminder that parents need to be positive role models, particularly if alcohol is present.”
DrinkWise hopes that its partnership with OMA will bring awareness to a large audience around Australia with the use of outdoor advertising platforms.
“Outdoor advertising is a perfect platform to start a national dialogue around critical issues such as this, which is why OMA members across Australia are donating advertising space. With 93% of the population seeing our messages, we are keenly aware of our responsibility to the community, to support initiatives which influence healthy habits and strong families,” OMA CEO Charmaine Moldrich says.
“We understand that a key influence of underage drinking is parents and peers. We hope that the partnership between DrinkWise and OMA will start a conversation that brings awareness to the impact of individual behaviour to enable strong, healthy communities in the future.”
Parents are also finding the stats cause for concern.
“I don't think our behaviour with alcohol is something that we, as parents, recognise as having an immediate impact on our kids,” father of three teens Andrew Daddo says.
“It is clear that our behaviour impacts them, so it's our responsibility to acknowledge this and ensure that we're exhibiting positive role modelling behaviours.”
The campaign will run across over 600 outdoor signs nationwide from 17 September to 1 October.
