CHRISTMAS CAMPAIGN 2006

Based on the results of the Baseline Study, we developed a Christmas campaign, entitled Party Smart, which was aimed at reducing harm from excessive drinking over the Christmas period. The goal was to run an easy going campaign with non-threatening messages addressing the issues related to drinking alcohol. As part of this campaign a booklet was developed containing information aimed at men, women, youth and parents of teenagers on ways to have a fun and safe holiday season. This booklet was distributed, together with a number of other items in a gift bag, to 2000 people through workplaces, liquor outlets and various agencies. The response was overwhelming and it was only lack of resources that limited us to 2000 bags.

In addition to the gift bags a radio campaign was developed with 5 different messages regarding: designated drivers, party smart tips, keep hydrated, beware of drink spiking, and space your drinking. The radio campaign was aired in the 10 days up to Christmas with 7 ads per day on Radio West/Hot FM. This gave a good coverage over the Goldfields and the additional South Western Australia. The radio messages also helped brand the project's "takeAIM" logo and its main message, to take alcohol in moderation.

Currently the 2006 Christmas campaign is under evaluation and a report of will be available as soon as possible.

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