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NEWS
DRINK CLASSY, QUEENSLAND
Through targeted campaigns, DrinkWise continues
to remind consumers about the importance of
moderation at events throughout Australia.
Establishing and enhancing partnerships with industry,
sporting codes, music festivals and related industry
suppliers allows DrinkWise to reach and engage
audiences in new and innovative ways.
Their partnership with Splendour in the Grass music
festival saw the DrinkWise moderation messages
promoted on entry wristbands, stage signage and
branded volunteer gear, serving as a consistent
reminder to event-goers to moderate throughout the
multi-day festival. Working with Diageo provided the
opportunity to further integrate moderation messaging
into product and bar branding.
To further promote the Drink Classy message, DrinkWise
partnered with high profile influencers to communicate
with event-goers, as well as allowing the message to
reach young adults not attending the festival.
DrinkWise moderation messages also featured in
boundary signage during this year’s National Rugby
League State of Origin series, which attracted over
87,000 people and 3.5m telecast viewers. DrinkWise
released a special You won’t miss a moment if you
DrinkWise themed Snapchat filter for the series, which
- for the first time in Australia - used hand recognition
technology to apply a waving ‘foam hand’ and team
beanies to the Snapchat user’s image.
DrinkWise continues to develop materials and
messages for their contributors to integrate into
their sponsored events, because they know industry
message adoption accelerates awareness and uptake,
fast-tracking behaviour change. The active support
they receive from their contributors is key to ensuring
that the work of DrinkWise is amplified beyond what
they could achieve on their own.
THE GREAT NORTHERN CLEAN UP
We live in one of the most beautiful countries in the
world. But like anywhere else in the world, Australia
falls victim to the cumulative effect of casually
dropped litter and rubbish that rapidly turns even
most naturally enchanting areas into eyesores.
For 28 years Clean Up Australia has been doing
something about it, inspiring volunteers to rally
together in their communities to clear rubbish
from badly littered local parks, roadsides,
beaches, rivers and town centres.
Since 2009 Queensland’s hand in the initiative,
The Great Northern Clean Up, has seen 33,000
volunteers don gloves, pick up bags and join
friends and neighbours to remove an estimated
2,007 ute loads of rubbish from 907 registered
locations north of the Tropic of Capricorn.
Here’s how your pub or hotel can help:
Participating in a Clean Up as a business need
not take long.
• Get your staff involved and choose a location
that they would like to see cleaned up.
• Register a site and nominate a supervisor.
• Spend two hours at that site on a day that
suits you and feel proud that you have
made a difference.
Business Clean Up Day is a great way to:
• Make a difference by helping us deliver
lasting environmental change.
• Be seen supporting your local community.
• Increase team cohesion via a low-cost team
building exercise.
• Fulfil your corporate social responsibilities.
www.cleanup.org.au/the-great-northern-clean-up.
QHA REVIEW | 11