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Drinking in Moderation Message
DrinkWise continues to work hard at reinforcing the ‘drinking in moderation’ message. Its strategies include the smart targeting of demographics via effective channels so they will learn the facts early thus working towards changing the mindset of a new generation. By Simon Strahan, the CEO of DrinkWise.
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Through our targeted campaigns, DrinkWise continues to remind consumers about the importance of moderation at events throughout Australia.
Establishing and enhancing partnerships with industry, sporting codes music festivals and related industry suppliers allows DrinkWise to reach and engage audiences in new and innovative ways.
Our partnership with Splendour in the Grass music festival saw the DrinkWise moderation messages promoted on entry wristbands, stage signage and branded volunteer gear, serving as a consistent reminder to event-goers to moderate throughout the multi-day festival. Working with Diageo provided the opportunity to further integrate moderation messaging into product and bar branding.
To further promote the Drink Classy message, DrinkWise partnered with high profile influencers to communicate with event-goers, as well as allowing the message to reach young adults not attending the festival.
DrinkWise moderation messages also featured in boundary signage during this year’s National Rugby League State of Origin series, which attracted over 87,000 people and 3.5m telecast viewers. DrinkWise released a special ‘You won’t miss a moment if you DrinkWise’ themed Snapchat filter for the series, which, for the first time in Australia, used hand recognition technology to apply a waving ‘foam hand’ and team beanies to the Snapchat user’s image.
DrinkWise continues to develop materials and messages for our contributors to integrate into their sponsored events, because we know industry message adoption accelerates awareness and uptake, fast-tracking behaviour change. The active support we receive from our contributors is key to ensuring that the work of DrinkWise is amplified beyond what we could achieve on our own.
