Kids absorb your drinking behaviour

PARENTS GET THE MESSAGE: KIDS ABSORB YOUR DRINKING BEHAVIOUR

New DrinkWise Australia research into parents' alcohol consumption shows a significant shift in parents' attitudes toward drinking alcohol in front of their children in response to its latest campaign, KIDS ABSORB YOUR DRINKING.

More than three quarters (76%)¹ of parents surveyed said they are thinking more about the impact their attitude toward alcohol may have on their child's future drinking behaviour as a direct result of the national campaign.

Almost a third of parents surveyed (28%) said they have reduced the amount of alcohol they drink in front of their children in the last 12 months, with almost half (41%) of parents surveyed indicating they are more self conscious about how they drink in front of their children.

DrinkWise CEO, Mr Chris Watters, said that the campaign had struck a chord with parents. "DrinkWise's goal is to achieve a safer drinking culture in Australia through an evidencebased social change campaign. If we can empower and inform parents today to alter their drinking attitudes and behaviour, particularly in front of children, then we're on our way to achieving a generational change, so that the next generation may view intoxication as socially unacceptable," Mr Watters said.

"These research results indicate that we are heading in the right direction to effect this widespread generational change over the next decade, first by empowering parents to think about their role modeling influence on their children."

Prior to the launch of the KIDS ABSORB YOUR DRINKING campaign in mid June 2008, DrinkWise commissioned independent research to collect data on parents' attitudes toward alcohol consumption. Data was collected in November 2007, and again in early June 2008.The tracking of the campaign in March 2009, shows a significant move in parents' attitudes and behaviour toward alcohol, particularly in front of their children.

Other attitudinal results found that:
o Of the parents surveyed 36% indicate that they have since discussed with their partner how they drink in front of their children
o Of the parents surveyed 29% indicate that they have discussed drinking in the presence of their children with friends or colleagues

Further independent analysis conducted during December 2008 specifically on the KIDS ABSORB YOUR DRINKING advertising campaign found that:
- 83% of parents surveyed agreed the campaign made them think about how children form their attitudes to alcohol¹
- 48% of parents surveyed agreed that parents are children's role models and that children are influenced at a young age by their actions¹
- 30% of parents surveyed indicated being more self conscious about how they drink in front of their children1

Parents surveyed indicated that the DrinkWise television commercial was non-threatening and reinforced the role modeling message, confronted existing patterns of behaviour, raised awareness, and was an honest appraisal of how behaviour is learnt.

Close to one in five (17%)¹ of parents who had seen the television commercial said they had changed the way they drank alcohol in front of their children through measures like drinking low alcohol drinks or spacing out their drinking.

DrinkWise's Board Chairperson, The Honourable Trish Worth, former parliamentary secretary for Health said, "The independent research conducted on the advertising campaign illustrates that we can empower parents to see that they have the capacity to be positive role models and that they can help redefine what is acceptable drinking behaviour. This is a solid foundation for generational change."

Ms Worth further commented on recent statements that DrinkWise will benefit from money collected from the alcopops tax: "Should this occur, DrinkWise stands ready to consult with governments, industry and key health experts in relation to maximising benefits from further evidence-based initiatives.

"It is pleasing to see parents take the important DrinkWise role modeling message on board and DrinkWise is committed to rolling out phase two of our 10 year strategic plan in July 2009, regardless of the position with the alcopops tax funding.

DrinkWise Australia is an evidence-based, not-for-profit organisation which receives funding from both the Australian Government and the liquor industry. Its long term strategy is to promote a cultural shift to a safer and more responsible drinking culture in Australia. The Drinkwise constitution mandates that its board comprises six community and six industry members.

The KIDS ABSORB YOUR DRINKING campaign is based on compelling evidence which supports a strong correlation between the way parents drink and how their children grow up to drink. Studies have found that parental role modeling has a strong influence on adolescent drinking patterns and that adolescents whose parents are heavy drinkers are more likely to start drinking alcohol at an early age^2-3.

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¹ DrinkWise Parents and Alcohol Benchmark Tracking March 2009, Quantum Research Pty Ltd.
² DrinkWise Formative Parents and Alcohol Advertising Tracking December 2008, Quantum Research Pty Ltd.
³ Alati, R., Najman, J.M., Kinner, S. A., Mamun, A. A., Williams, G. M., O'Callaghan, M. O. and Bor, W. (2006) Early predictors of adult drinking: a birth cohort study. American Journal of Eipdemiology. 162, 1098-1107.