The national Alcohol Awareness campaign creates more debate in the community about alcohol, how it is used and the impact it can cause. Over $3.5 million worth of media was generated through pure PR activity.

Our significant campaign has a strong news base.

The research released revealed 4.2 million people say they know families where they think children are not being properly cared for because of someone’s alcohol abuse and 2.9 million people say they know families where they think that children may be unsafe because of someone’s alcohol abuse.

Highlights of the campaign included:

8 national television pieces were generated including:

  •   The Today Show on Channel 9
  •   Channel Ten’s Breakfast
  •   Channel 7’s Sunrise
  •   ABC TV’s News Breakfast
  •   News 24, Ten’s Morning News
  •   Mornings on Channel 9
  •   ABC Television prime time news
  •   Channel Ten prime time news

Overall there were around 60 television pieces in place including:

  •   ABC Brisbane
  •   WIN Canberra
  •   ABC Darwin
  •   Channel 9 Darwin
  •   Channel 9 Adelaide
  •   Channel 10 Adelaide
  •   ABC Adelaide
  •   Channel 10 Perth
  •   Channel 7 Perth
  •   ABC Hobart
  •   WIN Hobart
  •   Southern Cross TV, Tasmania
  •   ABC Canberra
  •   Prime Tamworth
  •   Prime Orange
  •   Prime Albury
  •   Prime North Coast
  •   WIN Wagga
  •   WIN Albury
  •   WIN Orange
  •   WIN Wollongong
  •   Seven Sunshine Coast, Maroochydore
  •   Seven Townsville
  •   WIN Mackay
  •   WIN Toowoomba
  •   WIN Maroochydore
  •   WIN Bundaberg
  •   WIN Cairns
  •   WIN Rockhampton
  •   WIN Mt. Gambier
  •   Southern Cross, Broken Hill
  •   WIN Bendigo
  •   WIN Shepparton
  •   WIN Mildura
  •   WIN Gippsland
  •   Prime Taree
  •   NBN Newcastle
  •   Prime Ballarat
  •   WIN Ballarat
  •   WIN Traralgon
  •   Prime Wagga
  •   Seven Cairns
  •   Southern Cross, Port Pirie
  •   NBN Coffs Harbour
  •   WIN Riverland
  •   GWN Bunbury
  •   WIN Dubbo
  •   WIN Townsville
  •   WIN Hervey Bay
  •   Seven Bundaberg
  •   Seven Mackay
Over 160 radio stations ran pieces/interviews on this campaign.

29 metropolitan stations did news interviews generated by Media Key in a blitz on news desks.

Launches were done in each capital city – coordinated by Media Key.

There was coverage in numerous national/metropolitan papers including The Australian, Sydney Morning Herald, Herald Sun, Daily Telegraph, West Australian and the Northern Territory News.