A NEW campaign aimed at Victoria’s youth hopes to change the drinking culture.
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The No Excuse Needed campaign aims to empower young Victorians to say no to an alcoholic drink if they don’t want to keep drinking without having to justify the decision by using an excuse.
A joint project by VicHealth and the Victorian government, the campaign includes a series of television commercials that challenge the social norm of feeling obligated to drink, with billboards and buses the next target for advertising the campaign.
VicHealth chief executive officer Jerril Rechter said it was hoped the project would gradually improve the drinking culture among people aged 16 to 29 by challenging the perception about harmful drinking behaviour.
“We want to normalise a moderate drinking culture ... it is about highlighting the fact that you don’t need an excuse to choose not to drink,” she said.
“The truth is, we need to have a think why we’re pressuring young people into drinking when they don’t want to.”
Ms Rechter said research has found people in the 16 to 29 age group were most likely to demonstrate harmful drinking behaviours, with more than 3000 alcohol-related hospitalisations in the state every year.
“Alcohol consumption in Australia has gone down, but what we’ve found is that people aged 16 to 29 are the ones who drink the hardest,” she said. “The great thing from the research was that we found 61 per cent of people aged 16 to 29 don’t go out to get drunk, they go out to have fun but somehow the peer pressure kicks in and they find themselves in a situation they don’t want to be in.”
The research also noted that 42 per cent of people aged 16 to 29 felt pressured by others to drink, compared with only a quarter of those aged over 30.
Bacchus Marsh DJ Dozza, who works on weekends in venues where alcohol is present, said despite being surrounded by intoxicated people, it was possible to say no to a drink.
“Sometimes, if it’s a big group of friends that I haven’t seen in ages and we are all together, it can be hard, but I never make excuses from myself or them,” the 27-year-old said.
alicia.thomas@fairfaxmedia.com.au
