In the lead-up to the Australian Football League (AFL) finals series, Endeavour Group has partnered with DrinkWise to encourage moderate drinking and respectful behaviour while spectators enjoy the games. 

The campaign has the additional support of 1800 RESPECT, the Men’s Referral Service and 13YARN and will run across screens in every BWS (the official retail liquor partner of the AFL) and Dan Murphy’s store during September, expecting to reach 2.5 million customers. 

Steve Donohue, CEO of Endeavour Group, said the Always respect, always DrinkWise campaign is integral to Endeavour’s purpose to create a safe, fun and respectful future for Australians while they socialise. 

“The month of September is all about memorable sporting and social moments, right across the country. Regardless of the code you follow, or who you support, we are proud to be at the heart of those moments, whether that’s in helping our customers choose the right drink to take to a mate’s place to watch a game, or bringing you all the live action in our network of more than 350 hotels,” he said. 

Simon Strahan, CEO of DrinkWise, said his goal is for footy fans to enjoy the excitement of the AFL final while ensuring it’s a fantastic and safe experience for everyone. 

“This is an important initiative to remind fans who are choosing to purchase and drink alcohol while watching the finals - whether at home, in a pub, or at the game - to consume responsibly and in moderation.

“The campaign also serves as a reminder that if people are having trouble managing their consumption or their behaviour and their choices are impacting the safety of others, asking for help is okay, and there are support services, such as 1800 RESPECT, the Men’s Referral Service and 13YARN that can provide advice and assistance,” he said.  

If you or someone you know needs assistance managing their alcohol consumption, please visit DrinkWise.org.au for a range of support services. 

If you are concerned about your behaviour or use of violence, you can contact the Men’s Referral Service on 1300 766 491 or visit www.ntv.org.au. 

If you or someone you know is experiencing, or at risk of experiencing, family, domestic, or sexual violence, call 1800RESPECT on 1800 737 732 or visit 1800RESPECT.org.au 

If you or someone you know is an Aboriginal or Torres Strait Islander and are feeling overwhelmed or having difficulty coping, call 13YARN on 13 92 76 or visit 13yarn.org.au 

Featured image: DrinkWise CEO Simon Strahan, BWS General Manager of Marketing Josie Brown and Jack Billings from St Kilda.

Stay up-to-date with the latest industry news with the Drinks Trade e-newsletter.

Share the content