Two-out-of-three young men understand that "Every drink counts"
Posted by editor (editor) on May 19 2009
2009 >>

Recent Queensland Government advertising research has revealed that 66 percent of young Queensland men aged 18 - 21 clearly understood the message to drink responsibly.

Minister responsible for Liquor Licensing Peter Lawlor said the Government's ‘Every Drink Counts’ campaign had returned great results but was just the first stage in a long term strategy to change the drinking culture in Queensland.

"We have to start increasing awareness and getting a message through to Queenslanders that great harm can flow from binge drinking or drinking to excess - particularly for our young people," said Mr Lawlor.

"This is a difficult and complex issue, we are talking about a culture of binge drinking that is entrenched in parts of our society.

"I am personally concerned about the alcohol fuelled trends such as glassings and driving in overcrowded cars while intoxicated.

"Many of these result in tragic incidents and unnecessary loss of life."

Minister Lawlor said given the attitudes and behaviours towards alcohol exhibited by 18-21 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 - 25 year olds with a strategy to change behaviour.

"I am very pleased the campaign is reaching its 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 the advertising,"
he said.

The research results include:
66 per cent of males respondents aged 18 - 21 years recalled the
campaign
54 per cent of all respondents aged 18 - 21 years recalled the
campaign
46 per cent of all respondents aged 22 - 25 years recalled the
campaign
46 per cent or respondents believed the message was to drink
responsibly
36 per cent recalled the slogan - Every drink counts

Minister Lawlor said he looked forward to building on the success of the Every drink counts with new campaigns in the coming months.

"This is a good start but we cannot stop until we have reached every young Queensland drinker."

Last changed: Oct 06 2009 at 2:48 PM