Drinks giants donate State of Origin ad time to Drinkwise
Lion, Carlton & United Breweries and Diageo are donating a portion of their NRL State of Origin advertising time to Drinkwise to air its new campaign.
The State of Origin series has one of NRL’s highest TV ad cost premiums due to the huge audience it attracts.
Drinkwise CEO Simon Strahan said in a statement: “If you are attending one of the State of Origin games or watching it on TV and you choose to have a drink, remember to do so in moderation.
“Some of the NRL’s biggest moments have been in State of Origin games and we don’t want fans to miss these moments.”
The partnership with the NRL for the 2019 season is part of an effort to promote responsible attitudes and behaviours towards alcohol consumption.
Central to the partnership will be a new education program designed to educate up to 4000 players, as well as other officials within NRL clubs and fans about the importance of drinking in moderation.
The partnership also includes an advisory role where a senior DrinkWise representative will sit on one of the NRL’s Wellbeing and Education advisory groups specifically focused on drug, alcohol and gambling issues.
The DrinkWise education sessions will be conducted with all 16 NRL clubs, 26 State Cup clubs and junior representatives. DrinkWise will also be offering presentations at rookie camps on an ongoing basis, ensuring players are supported at every stage of the elite pathway.
Strahan said: “DrinkWise is all about driving behavioural change when it comes to consumption of alcohol and making healthy life choices and we see a huge opportunity with the NRL.”
“Through education, the aim is for everyone to make better decisions, to celebrate and enjoy the game for what happens on field, rather than what happens off it,” Strahan said.
NRL CEO Todd Greenberg added: “This is more than your standard partnership, as the DrinkWise education program will not just benefit the players, but the entire NRL community.”
“We are committed as a game to ensuring all our players, whatever their age or stage of playing career, are supported in making better decisions and this partnership with DrinkWise is a key component of this process."
In addition to this, DrinkWise has also partnered with the Gold Coast Titans, where they will work with the club and NRL legend Mal Meninga to promote a responsible drinking culture with players and fans.
Gold Coast Titans CEO Steve Mitchell said: “Being a successful club means many things, none more important than contributing to driving positive social change and influence.
“Like the appointment of Mal, the Titans’ partnership with DrinkWise is an acknowledgement of the work being done by the Titans in the area of social responsibility through our commitment to our values and culture."
League stars lend support to Drinkwise ad
DrinkWise has teamed up with NRL legend Wally Lewis as well as some of the leagues current stars, James Tedesco (Sydney Roosters) and Tepai Moeroa (Parramatta Eels), to communicate DrinkWise’s ‘You won’t miss a moment if you DrinkWise’ message when it comes to consuming alcohol and sport.
The TV advertisement follows a fan who wakes up in house after a big night and is surprised to find some of his idols in his house recapping memorable moments from the previous nights’ game. He seems unaware of what they are talking about, causing him to reflect on his drinking habits.
Lewis said: “As a young bloke, we thought we were being tough by getting on the drink but you pretty quickly found out you made a goose of yourself. It was only once I became a parent and saw what was enticing my own children, that I started to wake up.”
“It’s a simple message – drink in moderation.'
Watch it below: