Tasmanians warned of dangers of alcohol on mental health in state-wide campaign
The Foundation of Alcohol Research and Education (FARE) has launched a state-wide campaign warning Tasmanians about how alcohol can impact mental health and wellbeing, via Berlin Creative Bureau.
‘Be Nice to Brain’ shares the latest evidence-based insights on the impacts, including statistics from the National Health and Medical Research Council’s ‘Australian Guidelines to Reduce Health Risks from Drinking Alcohol’.
It is also underpinned by a recent survey of Tasmanians, which revealed one in three are unaware of the link between alcohol and mental health. While almost one in 10 people have seven or more standard drinks on a single occasion, one if four have said they want to reduce their alcohol consumption – rising to one in three for those aged 25-44.
The campaign was developed in consultation with people who have lived experience of alcohol and mental health concerns, as well as local community organisations and health professionals, to ensure a collaborative and informed approach.
FARE’s CEO, Caterina Giorgi, said addressing this information gap in the community is crucial.
“We know that cutting back or cutting out alcohol can improve our sleep, mood, energy levels and reduce feelings of stress and worry,” she said.
“We also know that over time, drinking alcohol can make feelings of low mood, anxiety and stress worse, which is why we provide tips and strategies on making changes, as part of the campaign.”
The campaign was animated by Marco Palmieri, and explores a relatable premise: If your brain could talk, it would probably ask you to drink a little less – or not at all.
“The mind and body are not always on the same page, so this campaign explores a ‘real’ conversation between the two,” said Rich Berney, executive creative director at Berlin.
“And the more mind and body talk, the more they understand one another.”
The campaign will run until mid-2026 across social media and digital channels.
Support is available from Lifeline on 13 11 14, the National 24/7 Alcohol and Other Drugs Hotline on 1800 250 015 or 1800RESPECT on 1800 737 732.
Credits:
FARE
CEO: Caterina Giorgi
Senior Health Promotion Advisor: Susan Hickson
Health Programs Director: Kristie Cocotis
Health Promotion Manager: Cameron Banks
Senior Digital Media Advisor: Matthew Johnson
Senior Designer: Steven Rummukainen
Marketing and Communications Director: Joanna Le
Berlin
Managing Partner & Head of Strategy: John Linton
Managing Partner & Executive Creative Director: Rich Berney
Design Director: Will Miles
Senior Creative: Mark Fretten
Client Lead and Producer: Christina Zimmer
Production
Animation: Marco Palmieri
Illustration: Rich Berney
Sound Design: Keith Thomas, Alchemy Audio Post Production
Voice Over Artist: Timothy Logan
SUBSCRIBE
Sign up to our free daily update to get the latest in media and marketing.
