Wednesday October 28th 2009
The Sport Australia Hall of Fame and DrinkWise Australia are pleased to announce a new partnership, focused on promoting a safer drinking culture in Australia and the mutual goal of supporting young Australians to reach their full potential.
With a three-year agreement, the two organisations have joined forces to help spread messages about responsible drinking, in particular the importance of delaying the age at which teens first drink alcohol.
"The Sport Australia Hall of Fame is proud to partner with DrinkWise Australia in this important initiative that we believe can have a positive affect on young Australians." Said Chairman and Yachting Legend John Bertrand AM. " As part of the partnership, our Members, such as Olympic Gold Medalists Susie O'Neill and Mike McKay, will give their time as Ambassadors to DrinkWise Australia to assist in communicating the message to parents around the country that kids and alcohol don't mix."
Based on new science which confirms that alcohol is not safe for the developing teenage brain, delaying initiation into alcohol is the central message of DrinkWise's latest campaign, KIDS AND ALCOHOL DON'T MIX, recently launched by Sport Australia Hall of Fame DrinkWise Ambassador, Susie O'Neill OAM.
"Our mission is to preserve the history of Australian sport and to excite the next generation of Australians to realise their potential in sport and life. Through working with DrinkWise Australia to inform parents of the dangerous effects of alcohol on the adolescent brain, we will give young Australians the best opportunity to develop their potential," said Mr. Bertrand.
DrinkWise Chair, Trish Worth, said that the alliance brings invaluable opportunities to extend the reach of this important message into Australian communities including community-based sporting clubs.
"We recognise that elite sport stars represent important role models for teens and that parents often seek advice from sporting coaches or senior players in relation to their children. So part of our approach is to work with The Sport Australia Hall of Fame to encourage young people and their parents to re-think their attitudes and behaviours in relation to alcohol consumption.
Together we hope to play an increasingly significant role in influencing a cultural shift in the way Australians drink, so that the next generation of drinkers will view intoxication as unhealthy and socially unacceptable," Ms Worth said.
Over the past five decades, the average age of initiation to alcohol in Australia has dropped from 19 to 15.5 years and studies show that the early onset of drinking is more likely to result in risky adult drinking behaviours in later life. Research also shows that more than a quarter (26.3%) of 14-19 year-olds put themselves at risk of alcohol-related harm in the short term at least once a month.
DrinkWise is an evidence-based not for profit research and social change organisation that fosters innovative approaches towards developing and maintaining a safer drinking culture in Australia. DrinkWise relies on key independent research and clinical advice which has informed the development of this campaign.
For more information please contact:
Sport Australia Hall of Fame
T: 03 9510 2066
McGuire Marketing Communications
T:0412 257 874
The Reputation Group
T:03 9820 2633 or 0417 362 768