The alcohol industry funded body DrinkWise Australia has launched an Australian first long-term social change campaign that’s aimed at influencing generational change towards responsible consumption of alcohol.

Aimed at making ‘drinking to get drunk’ socially unacceptable for the next generation of potential drinkers, the campaign has been developed in response to an increased prevalence in risky drinking behaviours by Australians.

Jointly funded by DrinkWise Australia and the Australian Government’s Department of Health and Ageing the campaign is focused on influencing people’s attitudes and behaviours towards alcohol, says Drinkwise.

“Parents will be empowered to positively influence their children’s future drinking behaviour; so that the next generation may believe ‘drinking to get drunk’ is socially unacceptable,” it says.

It comes as reports show that Australians’ drinking habits are becoming more risky to health and wellbeing with increased frequent heavy single drinking sessions. A Quantum Market Research (2007) report showed 54 per cent of males and 44 per cent of females over the age of 14 have drunk at currently defined risky levels for short term harm at least once in the past 12 months.

DrinkWise Chairman, Trish Worth, said Australian attitudes to risky drinking, including a culture which accepts heavy drinking as a ‘rite of passage’ for young people, needed to change. “A long-term commitment is required not only from individuals but from society as a whole, including the alcohol industry, health professionals, the media and community organisations such as sporting clubs and schools,” Worth said.

“This phase of the campaign empowers and informs parents to ensure that children form their attitudes toward drinking from a young age. The long term aim is to make ‘drinking to get drunk’ socially unacceptable.”