entrenched in parts of our society. I am personally concerned about the alcohol fuelled trends of
glassings and driving in overcrowded cars whilst intoxicated. Many of these result in tragic accidents
and an unnecessary loss of life, as we have seen as recently as this weekend.
Given the attitude and behaviour towards alcohol exhibited by 18- to 21-year-old males, the Every
Drink Counts campaign has performed well in reaching 66 per cent of this target demographic. The next
step is to build on the awareness among 18- to 25-year-olds, with a strategy to change behaviour.
I am very pleased that the campaign is reaching this target audience. I am particularly pleased to
note that the visibility of this campaign was particularly strong for young males. It is particularly relevant
that young men drinking large volumes of alcohol correctly identify themselves as the target of this
advertising.
The research results include: 66 per cent of male respondents aged 18 to 21 recall the campaign;
54 per cent of all respondents aged 18 to 21 recall the campaign; 46 per cent of all respondents aged 22
to 25 recall the campaign; 46 per cent of respondents believe the message was to drink responsibly;
and 36 per cent of respondents recall the slogan ‘every drink counts’. The Bligh government is
dedicated to building on the success of the Every Drink Counts campaign with new campaigns in the
coming months. The government will not stop until it has reached every young Queenslander with this
important message.
