The Alcohol and Drug Foundation (ADF) has initiated a new campaign in South Eastern NSW aimed at discouraging parents from providing alcohol to their underage children. The ‘Keep their Future Bright’ campaign seeks to increase education and understanding surrounding the wellbeing of adolescents and their developing brain. 

The new campaign highlights that any amount of alcohol can damage the development of cells inside the adolescent brain. The detrimental effects of excessive alcohol consumption can range from accidents and injuries to long-term health issues.

There are many short-term and long-term risks that underage drinking poses to a developing brain and feedback has shown locals participate in drinking at a concerning rate, contributing to the highest rates of alcohol related hospitalisations across the state. 

Dr Erin Lalor AM, the CEO of the ADF, reiterates the critical period of adolescence and the vulnerability of developing brains to even small amounts of alcohol. The campaign raises awareness about the adverse impact of alcohol on cognitive function. For a young person, the effect of alcohol on the brain affects school work, sporting performance, emotional processing skills and focus capabilities. 

With a focus on providing resources and information for parents, the ADF campaign strives to empower families to navigate the complexities of adolescent drinking. By understanding the needs and perspectives of parents, the initiative seeks to create lasting positive changes in community attitudes toward underage drinking. The campaign endeavours to discredit common misconceptions about underage alcohol consumption. When parents were asked, many said they believed supply of alcohol under their supervision was safer or that a strict approach might lead to teenage rebellion though research indicates that the younger children are introduced to alcohol, the more likely they are to engage in excessive drinking later in life.

Recognising the cultural context of Australia’s drinking culture, the campaign addresses the influence of alcohol marketing on young people. Many companies employ a direct approach, tailoring media to young people, promoting the idea that socialising is more fun with alcohol. These messages are reaching children on social media and the internet. The campaign urges parents to resist this messaging, and create open and honest dialogue in your home. 

The campaigns targeted messaging and community engagement will help to aid meaningful conversations between parents and children helping to create a safer, healthier and more informed environment for future generations. 

For more information and resources, parents are encouraged to visit the ADF website.