Sporting greats unite for DrinkWise’s safe drinking campaign, via Enthral
Social change institution, DrinkWise, has released a new campaign that brings together sports stars from the NRL, AFL, NRLW and AFLW for a good cause, via content and PR agency, Enthral.
The new campaign – ‘Always respect, always DrinkWise’ – was created to highlight the importance of safe drinking practices and respecting others as the finals series approaches.
Specifically, the platform showcases the NRL’s Daly Cherry-Evans, NRLW’s Sam Bremner, AFL’s Patrick Dangerfield, and AFLW’s Emma Kearney through a 49-second film where the athletes speak directly to the viewer, thanking fans for their support and reminding them to drink in moderation and be respectful.
DrinkWise’s chief executive officer, Simon Strahan, commented on the new work.
“The AFL, NRL and NRLW finals provide some of the biggest highlights on the Australian sporting calendar, capturing the attention of sports lovers around the country,” he said.
“As fans start to get excited for the action, we’ve joined forces with some of the games’ leading players across two sporting codes to remind everyone to be mindful of their alcohol consumption.
“When someone drinks too much, they not only risk ruining their own time but others around them.
“Whichever code you’re supporting, wherever you’re watching the game – the message remains the same – if you’re going to have a drink, make sure it’s in moderation and be respectful to those you live with and everyone around you so everyone can have a safe and enjoyable experience.”
Apart from the AFL and NRL, the campaign also leverages the support of 13 YARN, 1800RESPECT, the New South Wales (NSW) Police, the NSW Government, the South Australian Police and Government, and Men’s Referral Service.
Cameron Smith, the managing director at, and founder of, Enthral, shared his excitement at the platform.
“For more than seven years we’ve been supporting DrinkWise to promote important messages around moderating alcohol consumption,” Smith said.
“As we head into footy finals season, this campaign is particularly exciting as we’ve united two sporting codes for the first time, bringing together incredible sporting legends to build further awareness of the Always respect, always DrinkWise campaign across Australia.”
The platform’s creative assets, including its film, is available through digital and social channels, broadcast radio and advertising signage. Players from both related sports – male and female – are also supporting it.
Hotels and liquor retail establishments are set to air the creative too.
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