Cancer Council WA urges parents to say no to underage drinking
A new campaign targeting underage drinking aims to correct the common misconception that many parents allow their under 18-year-old children to drink.
The Alcohol.Think Again campaign by the Cancer Council WA aims to reduce alcohol-related harm among adolescents by urging adults to say no to their kids.
Created by 303 MullenLowe, the campaign aims to empower adults to stand firm by creating a community approach to the issue.
The strategy was led by research which suggested a parents’ decision to provide alcohol to underage children was influenced by a belief that other parents were saying yes.
However, the campaign aims to correct this and to educate parents about the harmful impacts of alcohol on the teenage brain, particularly in regards to memory, emotional regulation, learning and decision making.
The campaign is running across TV, cinema, radio, out-of-home, digital and social media. An educational website has been created to provide parents and carers with further information.