Sydney Northern Beaches Community Drug Action Team supplies a message of responsibility in its latest campaign via Tactical Directions

Northern Beaches Community Drug Action Team has engaged creative marketing agency Tactical Directions to develop a new campaign that aims to reduce underage drinking and the supply of alcohol to minors.

The campaign will be launched at liquor stores and other licensed premises, on buses and at bus shelters across the Northern Beaches and will look to be adopted on a national level. It will also feature on postcards and USBs to be distributed at community events over the coming months.

A number of local organisations such as drug and alcohol services, health, police, councils,

schools and local businesses are supporting the campaign.

The campaign delivers a clear message that Secondary Supply of alcohol to a person under 18 years is against the law (unless you are the parent or guardian) and results in a minimum on the spot fine of $1,100 or fine up to $11,000 and/or 12 months imprisonment (NSW Liquor Act 2007).

The recent 2011 Report ‘Australian secondary school students’ use of tobacco, alcohol, and over-the counter and illicit substances’ found that students who consumed alcohol in their lifetime reported parents to be their most common source of alcohol with 33% of 12-17 year old current drinkers indicating their parent supplied them their last drink. If someone else bought alcohol for the students surveyed, it was most likely to be a friend aged 18 years or over (71%).

Anecdotal evidence also suggests that parents are under pressure to supply their children with alcohol perceiving that if they don’t another parent will. This campaign hopes to empower parents, friends and sporting organisations to say ‘no’ to secondary supply.

Says Madeline Avery, account manager at Tactical Directions: “We wanted to send a message about the responsibilities that older members of the community have towards under 18’s when it comes to alcohol consumption. It’s not about scaring people into complying, it’s about making them think and delivering a positive message.”