Alcohol manufacturer Diageo Australia launched its ‘don’t see a great night wasted’ campaign on NYE, an initiative aimed at encouraging the responsible consumption of alcohol during the peak holiday period.
The campaign, which delivers simple messages such as ‘eating isn’t cheating’ and ‘hit the water bottle’, is targeted at young adults.
It asks that they stop and think about their behaviour while out celebrating, particularly when it comes to eating a sufficient meal prior to drinking and remaining hydrated throughout the night.
The three brightly coloured advertisements feature on Sydney City buses and taxis, where they will remain until after Australia Day.
The Kings Cross Liquor Accord and a number of high profile hospitality companies including The Keystone Group and C-Inc are supporting the campaign, opting to feature advertisements in a number of their venues including The Sugar Mill, Cargo Bar, Bungalow 8, Cruise Bar and the Coogee Bay Hotel.
Other participating establishments include the Harbourview Hotel, Martin Place Bar, the Ship Inn, Golden Sheaf, and the Clock Hotel.
While he is well aware that the key messages of the campaign are rather simple, Bob Rayner, corporate relations director, Diageo Australia, explains that they are incredibly effective when acknowledged.
“Most Sydneysiders enjoy a drink in a responsible way but there are some people in the community who misuse alcohol,” he said.
“We believe we can help by working with the wider industry and others to promote the right consumer behaviours.”
Rayner stresses that the campaign does not preach to young adults, rather it reminds them of those simple steps that can be employed to ensure they remain in control when they drink alcohol.
“We take our responsibilities as a producer seriously. This latest campaign is part of Diageo Australia’s ongoing commitment to promote responsible drinking and create a positive role for alcohol in the community,” he adds.