1.0 Intervention Setting
The Australian National Binge Drinking Campaign ‘Don’t Turn a Night out into a Nightmare’ was first launched on 21st November 2008. The primary target audience for the campaign is young people aged 15 to 25, with the secondary target being the parents of these young adults. The campaign is an integral aspect of the National Binge Drinking Strategy and is a program that formed partnerships with sporting groups and non-government organisations and are displayed in a variety of environments that have the ability to impact on the culture of binge drinking (Australian Government, 2010). These displays are evident on the campaigns website, public posters in sporting facilities, schools, workplaces, hospitals and other community …show more content…
Through the use of several key strategies, the campaign shocks the target audience and makes them aware of the dangers of binge drinking. It provides useful, concise information in both the advertising campaigns and the personalised campaign website. Several adverts display the graphic effects that a heavy night of drinking can have on not only ones self, but also their associates. These shock tactics and strong visual elements such as graphic imagery and statistics are used to make them deeply understand the consequences of their actions, as displayed in an example poster in appendix one. This is demonstrated in one advertisement where a drunk teenage girl is depicted stumbling, half naked, whilst onlooker’s video and photograph her embarrassment (ABC, 2008). Federal Health Minister, Nicola Roxon said that the campaign is confronting and may shock several people, “If they don’t drink alcohol responsibly, they will harm themselves, they may end up in hospital, they may do something that they regret” (ABC , …show more content…
Mark Uncles, a professor of marketing at the Australian School of Business in New South Wales said that the shock factor of the campaign may not necessarily change the behaviour of youth drinking culture. “Binge drinking happens in a social context with peer pressure and social norms, which can easily over-ride the effect of any advertising” (ABC, 2008). Professor Uncles is providing a valuable point on the effectiveness of the campaign through the aspect of teenage social
The Australian National Binge Drinking Campaign ‘Don’t Turn a Night out into a Nightmare’ was first launched on 21st November 2008. The primary target audience for the campaign is young people aged 15 to 25, with the secondary target being the parents of these young adults. The campaign is an integral aspect of the National Binge Drinking Strategy and is a program that formed partnerships with sporting groups and non-government organisations and are displayed in a variety of environments that have the ability to impact on the culture of binge drinking (Australian Government, 2010). These displays are evident on the campaigns website, public posters in sporting facilities, schools, workplaces, hospitals and other community …show more content…
Through the use of several key strategies, the campaign shocks the target audience and makes them aware of the dangers of binge drinking. It provides useful, concise information in both the advertising campaigns and the personalised campaign website. Several adverts display the graphic effects that a heavy night of drinking can have on not only ones self, but also their associates. These shock tactics and strong visual elements such as graphic imagery and statistics are used to make them deeply understand the consequences of their actions, as displayed in an example poster in appendix one. This is demonstrated in one advertisement where a drunk teenage girl is depicted stumbling, half naked, whilst onlooker’s video and photograph her embarrassment (ABC, 2008). Federal Health Minister, Nicola Roxon said that the campaign is confronting and may shock several people, “If they don’t drink alcohol responsibly, they will harm themselves, they may end up in hospital, they may do something that they regret” (ABC , …show more content…
Mark Uncles, a professor of marketing at the Australian School of Business in New South Wales said that the shock factor of the campaign may not necessarily change the behaviour of youth drinking culture. “Binge drinking happens in a social context with peer pressure and social norms, which can easily over-ride the effect of any advertising” (ABC, 2008). Professor Uncles is providing a valuable point on the effectiveness of the campaign through the aspect of teenage social