I enjoy a beer (had two last night) but I can not understand how, on the one hand, the Federal Government is trying to combat alcoholism and its related costs (dollars and social) then on the other hand promotes Australia Day with an alcohol-related campaign (Man Your Eskys).
It might seem cute/clever (more so to advertising people), but do those in charge of these things (the bureaucrats) think about the consequences of their actions? This campaign does nothing to help alter the culture of binge drinking that is Australia.
Having the Government's approval would make the situation laughable, if it wasn't so serious.
I live in Perth. Perhaps next time the PM is over this way he could visit Northbridge or Leederville on a Friday or Saturday night. He may also care to get the Health Minister to provide the latest figures on how much alcohol abuse costs the nation.
Showing posts with label alcohol-abuse. Show all posts
Showing posts with label alcohol-abuse. Show all posts
19 January 2010
13 March 2008
TV campaign not the answer to alcohol problem
The government's simplistic approach to teenage binge drinking will not assist to solve the problem.
For a start, the Prime Minister admits he doesn't have much data to back claims there is a problem (which there is, if the number of media reports are any guide. And just talking to my teenage children is enough to alarm me).
But what does the government propose? A TV campaign. In this modern day and age of communications, this is hardly inspiring, as any first-year PR student could tell you.
Teenagers do not use television as their medium. All an advertising campaign will do is boost the agency's and TV stations' profits.
What's needed is a well-crafted IMC campaign. However, this will have to be an extremely long-haul program which goes beyond the standard education program. It should even extend beyond the target audience.
As nation, we have to overcome a decades-old alcohol-abuse culture. This will require a massive shift in thinking across several generations.
This post can also be found at http://www.prlab.com.au
For a start, the Prime Minister admits he doesn't have much data to back claims there is a problem (which there is, if the number of media reports are any guide. And just talking to my teenage children is enough to alarm me).
But what does the government propose? A TV campaign. In this modern day and age of communications, this is hardly inspiring, as any first-year PR student could tell you.
Teenagers do not use television as their medium. All an advertising campaign will do is boost the agency's and TV stations' profits.
What's needed is a well-crafted IMC campaign. However, this will have to be an extremely long-haul program which goes beyond the standard education program. It should even extend beyond the target audience.
As nation, we have to overcome a decades-old alcohol-abuse culture. This will require a massive shift in thinking across several generations.
This post can also be found at http://www.prlab.com.au
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