As Year 12 Schoolies celebrations kick off around the country, a new initiative Schoolies Survival Tips will provide school leavers with tips and advice on how to make safe and responsible decisions around alcohol.
The DrinkWise campaign will be broadcast at the point of purchase in more than 600 retail stores across Endeavour Group, Coles, IGA Liquor and Retail Drinks Australia member venues and with 50 hotels owned by Endeavour also promoting the message in their venues.
“DrinkWise is working with retailers, including Dan Murphy’s and BWS, to display moderation messages within liquor stores to remind Schoolies to stay classy when celebrating,” said DrinkWise CEO Simon Strahan.
“We know for many Schoolies this is their first time away without their parents and that can be exciting but also a little daunting. While it is understandably a chance to celebrate the end of their schooling, we want to ensure everyone stays safe and makes good choices, especially if consuming alcohol.”
Eighteen year-olds in key Schoolies hotspots will also be targeted through social media with animated adverts being served through Snapchat and audio ads across music streaming services. The ads will provide more tips on how to enjoy Schoolies, without engaging in risky drinking behaviour.
The information will offer guidance on drinking in moderation and how to keep themselves and their friends safe.
Endeavour Group will be displaying the DrinkWise messaging in almost 300 Dan Murphy’s, BWS stores and ALH hotels in popular Schoolies locations.
“In partnering with DrinkWise to help drive better outcomes in the community, we continue to invest in initiatives that highlight the importance we place on being a responsible retail drinks and hotels business,” Endeavour Group Director of Operations Michael James said.
Endeavour Group stores, venues and delivery drivers in popular Schoolies locations across the country are also gearing up to crack down on any attempts by minors accessing alcohol and adults trying to supply minors with alcohol, with many stores enlisting additional security guards during Schoolies season.
“We refuse service if we believe an adult is purchasing alcohol on behalf of a minor, and during Schoolies season our store teams and security guards will be on high alert,” James said.
Schoolies Week celebrations kicked off around Australia last week.
