WATCH: ‘When you drink, drink Like There is a Tomorrow’
New campaign against alcohol abuse aims to change consumers' behaviour.
The Association for Alcohol Responsibility and Education (Aware) is full of hope that its new ‘When you drink, drink Like There is a Tomorrow’ campaign will make South Africans think twice before drinking and driving.
The Central Drug Authority estimates that about 7 000 people die each year due to drunken driving. It’s also said that the youth of South Africa already consume alcohol at the tender age of 12.
The ‘When you drink, drink Like There is a Tomorrow’ campaign seeks to enable consumers to rethink their choices when it comes to the consumption of alcohol and to make the right choice at the end of the day.
Aware.org.za’s focus is on preventing the negative consequences of alcohol abuse and changing the way people think about alcohol.
“From the start, we wanted our message to be clear. We know that finger-wagging and the shock approach does not work. We are in an age of social awareness and we know that we’ll make more of an impact if we can start having the right conversations about responsible drinking,” said Ingrid Louw, CEO of Aware.
“We believe that this new approach is a move in the right direction. We will actively drive the campaign messaging and educate consumers across various platforms, with the hope that this develops into consumers making the right choices, and in turn, that this will begin to drive behavioural change,” Ingrid added.
“We aim to exceed our past reach of 95 million consumers through television, radio, transit and digital platforms with the new campaign.”
Visit https://aware.org.za/about-us/ for more information.
https://www.youtube.com/watch?v=jhZaHhyhLPU&feature=youtu.be
