Keeping kids safe

No alcohol ads to kids. No Exception.

Extensive evidence shows that embedding alcohol advertising in sport normalises alcohol use by children.

Together with public health groups, sporting organisations and clubs, and grassroots supporters across Australia, FARE is leading the End Alcohol Advertising in Sport (EAAiS) campaign, aiming to ignite change across all professional sporting codes and build a better future for our kids by calling for alcohol advertising to be phased out of professional sport.

During the 2018/19 financial year, the EAAiS campaign achieved many milestones. Securing official Campaign Champions such as Mick Malthouse, Steve Ella and John Inverarity for the campaign’s launch in October 2018 assisted in gaining extensive media coverage including 300 digital and print media outlets and five TV networks covering the launch story. The campaign continues to enjoy media success with each new media story it produces.

In January 2019, the campaign signed Baseball Australia as the campaign’s first official sporting partner. This is a coup for EAAiS and will see the campaign promoted nationally at Little League games on Baseball Australia’s digital platforms, including its streaming broadcast TV service for the next two years.

Throughout the year the EAAiS employed innovative campaign strategies to build its supporter base quickly and effectively.  The #NoException digital sub-campaign has allowed supporters to share content which speaks directly to the exemption allowing the alcohol industry to advertise during children’s viewing hours across sporting programs on free-to-air TV.

At the close of the financial year, the campaign reached 8,000 signed-up supporters. This is a huge achievement only eight months since the launch of the campaign.

Protecting our future

Giving the 300,000 babies born in Australia the best possible start in life.

FARE is championing change and seeking to address the 75,000 alcohol-exposed pregnancies in Australia each year.

FARE’s Pregnant Pause campaign aims to raise awareness of the current alcohol and pregnancy guidelines that no alcohol is the safest option while pregnant.

The campaign makes it easier on mums-to-be by encouraging Australians to take the pledge to go alcohol-free during their pregnancy, or the pregnancy of a loved one.

After three years, the Pregnant Pause campaign concluded its ACT program. It successfully built campaign awareness from 15 per cent to 56 per cent at the conclusion of the 2018/19 financial year and raised awareness of the current alcohol and pregnancy guidelines to 83 per cent within the Canberra community.

During the 2018/19 financial year, the campaign expanded nationally thanks to funding received from the Commonwealth Government.  This funding also enabled the Women Want to Know program to provide accredited training to health professionals throughout Australia to further support pregnant women to abstain from alcohol consumption and normalise alcohol-free pregnancies throughout Australia.

Reduce Risky Drinking: Creating a new norm

Challenging students’ perceptions about alcohol consumption.

Reduce Risky Drinking is a FARE project using a social norms-based approach that aims to reduce harmful drinking among university students in the Australian Capital Territory by challenging perceptions about ‘normal’ alcohol use on university campuses.

Social norms interventions attempt to correct misperceptions by providing information about the true prevalence of the behaviour, and in its second year, the project rolled out a multi-media campaign incuding posters on campus, and a social media campaign using a series of contemporary, short animated videos with project targeting university students in Canberra.

The campaign collateral aimed to challenge students’ perceptions about consumption, highlighting that heavy drinking is not as prevalent as they may think, with the project’s own research showing one in four students do not drink at all, and that university students tend to overestimate the levels to which their peers are drinking.