National Binge Drinking Campaign
Alcohol is the most popular recreational drug in Australia (Health Direct, 2016). It is embedded in the Australian culture and is often used as a means of celebration, socialisation and enjoyment. However, despite the integral part alcohol plays, misuse of the drug results in social, emotional, physical and financial issues. According to the Foundation for Alcohol Research and Education, “more than 5,500 lives are lost every year and more than 157,000 people hospitalised” (Foundation for Alcohol Research and Education, n.d.). As a result, the Australian Government has been constantly introducing strategies to reduce the negative effects of the depressant. In this essay, two alcohol-related harm reduction strategies, the National Binge Drinking
…show more content…
Binge drinking is defined as “drinking so that you can intentionally get drunk” (Youth Central, n.d.), or “more than 4 standard drinks per night” (Virtual Medial Centre, 2008). People normally consume excessive alcohol to socialise, relax, celebrate and gain confidence (Virtual Medical Centre, 2008). Causes specific to adolescents include peer pressure and desire for independence. However, binge drinking can result in extreme consequences. According to the Australian Department of Health, “young people aged between 15 and 24 years account for 52% of all alcohol-related serious injuries” (Department of Health, 2000). As a result, the National Binge Drinking Campaign was launched, focusing on the short-term risks of binge drinking concerning younger Australians, which include injuries, accidents, violence, assaults and unplanned pregnancy. The campaign relied on mass media such as television, radio, and print media (Dietze, Gold, Sacks-Davis, Stoové, Vally & Hellard, 2011). The National Binge Drinking Campaign was not effective. This is because it used mass media advertising, which is more successful when the target audience is less specific (Le, 2012). The campaign would have been more effective if it utilised widely used social media platforms like Instagram and Snapchat.
Binge drinking is defined as “drinking so that you can intentionally get drunk” (Youth Central, n.d.), or “more than 4 standard drinks per night” (Virtual Medial Centre, 2008). People normally consume excessive alcohol to socialise, relax, celebrate and gain confidence (Virtual Medical Centre, 2008). Causes specific to adolescents include peer pressure and desire for independence. However, binge drinking can result in extreme consequences. According to the Australian Department of Health, “young people aged between 15 and 24 years account for 52% of all alcohol-related serious injuries” (Department of Health, 2000). As a result, the National Binge Drinking Campaign was launched, focusing on the short-term risks of binge drinking concerning younger Australians, which include injuries, accidents, violence, assaults and unplanned pregnancy. The campaign relied on mass media such as television, radio, and print media (Dietze, Gold, Sacks-Davis, Stoové, Vally & Hellard, 2011). The National Binge Drinking Campaign was not effective. This is because it used mass media advertising, which is more successful when the target audience is less specific (Le, 2012). The campaign would have been more effective if it utilised widely used social media platforms like Instagram and Snapchat.