Healthway, Western Australia’s health promotion agency, is targeting middle class women that enjoy the arts and their wine a little too much in its latest responsible drinking campaign.
The move marks the first time that the independent statutory body has broadened its focus from that of sports fans and young men, to women who enjoy the arts. According to the agency, research has found that many women who enjoy the ballet and classical music are drinking to excess, representing a somewhat veiled problem in the community.
Chair of the organisation, Rosanna Copolingua, says that research has found that while women who attend arts performances have a tendency to exercise and smoke less than those who do not attend, they are likely to drink more.
"They're not causing a one punch or getting glassed in the face but the unseen harm to their livers and arteries is happening," Dr Capolingua told The West Australian.
"It's different to the very obvious images that outrage society when we see young people being injured or harmed by alcohol."
Healthway is sponsoring the WA Symphony Orchestra to the tune of $275,000 over two years, which is inclusive of the naming rights of ‘Alcohol Think Again’ for the Master Series concerts which commenced at the Perth Concert Hall last night.
The WA Ballet will also receive a sponsorship to the value of $110,000 over the next year to promote Healthway’s campaign at its performances.
The campaign features images of a ballerina and a violinist and points out different parts of the body that are susceptible to alcohol induced cancer including the throat, mouth, chest and liver.
Both Janet Holmes, WASO Chairwoman and WA Ballet chairman, John Langoulant are both in support of the campaign.
Image: The West Australian