VicHealth has launched an initiative to discover what young Victorians think about booze company tricks and tactics and Aussie booze culture.
‘Top Spin’ is a two-year initiative from the Victorian health promotion foundation, delivered by Melbourne creative agency Pretty Neat, which is stimulated by encouraging trends for young people and alcohol intake.
Data recently released by the Australian Institute for Health and Welfare shows the proportion of people aged 18 to 29 drinking at risky levels significantly declined in the six years to 2016.
Despite the positive trend, young people are still more likely to come to harm from alcohol than any other age group.
Top Spin is a creative competition that aims to get young Victorians sharing their spin on alcohol culture with a $1,000 cash prize up for grabs each week over five weeks.
VicHealth CEO Jerril Rechter said Top Spin was about supporting young people to peel back the curtains and uncover the tactics used by the alcohol industry.
“We’re hoping this initiative will encourage young people to stop and think about how their relationship with alcohol is impacted by the industry and how they can continue to be the voice for change,” she said.
“Young people are also becoming more sceptical of the alcohol industry’s spin. It’s becoming increasingly uncool to be drunk, which is great to see.
Pretty Neat managing director Warren Davies said: “It’s a great chance for young Victorians to have a say and create the world they want to live in.
“We’re seeing that all over the world right now, so it will be interesting to see Victorians have their say about a topic that influences so many of us,” he said.
“Booze companies are pretty well connected and get a free kick in a lot of ways. It’s a good time to reflect on that and check how we feel about it.
“With a $15 billion annual health cost to the economy, it’s a problem. Our industry can think on that one and if we’re part of the problem.”
The initiative will come to life through conversations with young people, through initiative partners, PR, and online. The creative competition begins on Thursday 3 May and runs until Thursday 7 June 2018.