A series of successful hard-hitting television adverts, sponsored by The Industry Association for Responsible Alcohol Use (ARA), will be re-aired during the festive season.
The decision to re-launch the campaign was based on research which showed a shift in viewers’ perceptions on the definition of responsible alcohol use and the social affect abusing alcohol has on loved ones.
The research, conducted earlier this year to evaluate the effectiveness of this campaign, which first launched in 2009, indicated viewers not only understood the key message of the adverts, but were also able to empathise and relate to the situations. The messaging around how one more drink could result in regretful behaviour resonated strongly.
"All of the respondents admitted that these adverts would make them more aware of their actions when drinking around their children and the impact this has on their children," said Adrian Botha, ARA spokesperson.
Another research insight showed that viewers believe responsible drinking relates specifically to not drinking and driving. While this is a relevant reality, they were exposed to the realisation that drinking and driving is not the only factor that results in negative consequences. The advert campaign redefined responsible drinking in the mind of the viewers and opens up the reality that other scenarios are just as dangerous or embarrassing for children.
"In addition, the campaign asks viewers to dig deeper and question whether their behaviour is negatively impacting those around them including loved ones, friends and even work colleagues," said Botha.
The three scenarios depicted in the campaign show every day circumstances that have caused embarrassment and hurt towards the children in the adverts because of their parents’ inappropriate behaviour. The scenarios include a mother being arrested at a road block for being over the legal limit after collecting her daughter and friends from a party, a father trying to give a meaningful speech at his daughter’s 21st birthday but instead insults the guests and a little boy preparing a hot breakfast for his sister because his mom is still passed out in the bedroom from the night before.
"The pay off line we selected, 'Who says one more drink won’t hurt', conveys the message simply and effectively," says Botha. "We aren’t saying to people, don’t drink, but rather, understand what your own limit is, as well as the legal limit for driving, and that the consequences of having one more drink may not only impact your own life but that of your children as well. There is a strong call to action for parents to act as the role models and really set the example when it comes to alcohol consumption."
The advert is being aired from 14 November until 14 December 2012 on DSTV, Soweto TV, SABC and eTV reaching a large audience across all LSMs.
"The issue of alcohol abuse and misuse is not unique to any specific demographic," says Botha. The festive season is also a time when over indulgence of alcohol is most common and the key message must reach as many people as possible. At the same time though, the adverts illustrate commonplace scenarios and the messaging should be kept in mind throughout the year.
"Many seem to think that there is one quick fix solution to solve the problem of alcohol abuse and misuse. The ARA firmly believes that no single action is likely to reduce the problem, but rather a mix of self-regulation, enforcement of existing laws governing sale and consumption, awareness creation and targeted interventions combined with individuals taking personal responsibility for their drinking choices is the most appropriate approach," concluded Botha.
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