Parents, Young People and Alcohol 'I See'

No one should provide alcohol to under 18s.

The Parents, Young People and Alcohol ‘I See’ campaign was a joint initiative between the Mental Health Commission (MHC), the former McCusker Centre for Action on Alcohol and Youth and was part-funded by Healthway.

The ‘I See’ campaign was the second phase of the MHC’s state-wide education and persuasion prevention strategy to reduce alcohol-related harm among young people in Western Australia.

‘I See’ followed the first iteration of the Young People campaign, titled ‘Cogs’, which focused on the impact of alcohol on the developing brain. ‘I See’ built on this earlier iteration by demonstrating a broader range of short and long-term alcohol-related harms, and included a stronger focus on the idea that nobody should be providing young people with alcohol.

The key message was based on the National Health and Medical Research Council’s (NHMRC) guideline that for children and young people under 18 years of age, not drinking alcohol is the safest option.

‘I See’ featured a range of experts including a paediatrician, paramedic and school psychologist; all who witness young people experiencing the harms caused by alcohol consumption.

The ‘I See’ campaign launched in November 2014 and was in market until March 2018.

Target group

Primary

Parents of young people 12 to 17 years-of-age.

Secondary

Young people 12 to 17 years-of-age.

Key message

No one should supply alcohol to under 18s.

Campaign objectives

  • Increase knowledge and salience amongst parents and others in the community as to the health reasons for why their children and other young people should delay alcohol use until at least 18 years-of-age.
  • Increase parental understanding and salience of the importance for preventing the supply of alcohol to young people by anyone.
  • Increase understanding about the importance of personal and community action to delay young people’s alcohol use.
  • Increase expectation for personal and community action.

Evaluation

An independent social research agency was engaged to conduct a mid-campaign evaluation following its first year in market conducted in May 2015 and a final campaign evaluation conducted in December 2017.

  • Over two-thirds of parents (85%) and young people (84%) recalled the campaign when prompted after the first year.
  • In 2015, nine in 10 (91%) parents and three quarters (75%) of young people correctly identified the NHMRC drinking guideline that under 18’s should not drink any alcohol at all. In 2017, 84% of parents and 71% of young people correctly identified the NHMRC drinking guideline relating to young people.
  • In 2017, almost three in five parents (59%) reported having never having given their child alcohol. This is consistent with 57% of parents reporting they do not believe it is appropriate to provide alcohol to their child under any circumstance.
  • Almost universal correct message takeout was achieved within the first year of activity, with 98% of parents and 97% of young people citing a correct or partially correct message take out. Correct message take out was again slightly lower in 2017, with 94% of both parents and young people recalling a correct or partially correct message take out.
  • A high proportion of parents (at least 9 in 10) were aware are of the harms associated with alcohol use by under 18s.
  • Two thirds (67%) of parents reported taking some action as a result of the campaign after its first year of activity. Of those, 62% reporting speaking with their child about alcohol, 18% reported speaking with friends or family about the campaign, and 14% tried to prevent their child from drinking alcohol.

For more findings from the mid-year evaluation, click here.

Resources

Campaign Video
45 second television commercial

30 second television commercial

30 second - School Psychologist

30 second - Doctor

30 second - Paramedic

Related Information

Parents & Young People

Children and young people are vulnerable to alcohol and in particular, alcohol can have a significant impact on the developing body and brain.


What Parents Need to Know

The NHMRC alcohol guideline for young people gives a sound and important reason for parents and care givers not to give alcohol young people if they are under 18 years of age.


1

Commonwealth of Australia (2009). National Health and Medical Research Council: Australian Guidelines to reduce health risks from drinking alcohol. p. 59.

2

Brown S & Tapert S, 2004, Adolescence and the trajectory of alcohol use: basic to clinical studies. Annals NY Acad Sci 1021: 234–44.

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