Glassbody

Campaign Background

The 'Glassbody' campaign focused on the damaging effects of alcohol and emphasised how the body is fragile, and that reducing alcohol use can reduce a person’s risk of alcohol-caused disease such a stroke, heart attack and cancer.

The campaign encouraged people to reduce their drinking to reduce their risk, whilst also describing the benefits of having no more than two standard drinks on any day. This recommendation was consistent with the Australian Alcohol Guideline for reducing the risk of alcohol-related harm over a lifetime.

‘Glassbody’ launched in December 2016 and was in market until October 2019.

Key messages

• Alcohol causes damage. Regularly drinking more than two standard drinks increases your risk of alcohol caused disease including stroke, cancer and heart attack.
• Reducing your drinking (number of drinking occasions and/or quantity at each drinking occasion) will reduce your risks.
• To reduce your risk of alcohol-caused disease, have no more than two standard drinks on any day

Target audience

Western Australian aged between 25 to 54 years.

Campaign objectives

1. Increase awareness of the Australian Alcohol long term harm guideline. The lifetime risk of harm from drinking alcohol increases with the amount consumed so the Australian Alcohol Guideline stipulate for healthy men and women, drinking no more than two standard drinks on any day reduces the lifetime risk of harm from alcohol-related disease or injury.
2. Understand that alcohol is damaging and that regularly drinking above the guideline can place you at-risk of serious alcohol-caused disease over your lifetime.
3. Increase feeling personally at being at risk of being diagnosed with alcohol-caused condition.