I see

Campaign Background

The ‘I See’ campaign was the second phase of the MHC’s state-wide education and persuasion prevention strategy to reduce alcohol-related harm among young people in Western Australia.

‘I See’ followed the first iteration of the Young People campaign, titled ‘Cogs’, which focused on the impact of alcohol on the developing brain. ‘I See’ built on this earlier iteration by demonstrating a broader range of short and long-term alcohol-related harms, and included a stronger focus on the idea that nobody should be providing young people with alcohol.

The key message was based on the National Health and Medical Research Council’s (NHMRC) guideline that for children and young people under 18 years of age, not drinking alcohol is the safest option.

‘I See’ featured a range of experts including a paediatrician, paramedic and school psychologist; all who witness young people experiencing the harms caused by alcohol consumption.

The ‘I See’ campaign launched in November 2014 and was in market until March 2018.

Key message

No one supply alcohol to under 18s.

Target audience

Primary 

• Parents of young people aged between 12 to 17 years in Western Australia.

Secondary

• Young people aged between 12 to 17 years in Western Australia.

Campaign objectives

1. Increase knowledge and salience amongst parents and others in the community as to the health reasons for why their children and other young people should delay alcohol use until at least 18 years-of-age.
2. Increase parental understanding and salience of the importance for preventing the supply of alcohol to young people by anyone.
3. Increase understanding about the importance of personal and community action to delay young people’s alcohol use.