What you can't see

Alcohol. It’s what you can’t see that can cause the most damage.

Campaign Background

The ‘What You Can’t See’ campaign aimed to build on the successful Alcohol and Cancer campaigns that ran between 2010 and 2012, which first introduced the message that alcohol can cause cancer. 

‘What You Can’t See’ explains that alcohol causes a range of health harms in both the long-term, including cancer, liver disease, heart disease and stroke.  The campaign encourages people to reduce their risk by drinking no more than standard drinks on any day, consistent with the NHMRC guideline 1 for reducing the risk of alcohol-related harm over a lifetime.

‘What You Can’t See’ launched July 2014 and was in market until October 2016.

Key message

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 45 years.

Campaign objectives

  1. Increase awareness of the Australian Alcohol Guideline that to reduce the risk of alcohol-related disease, health experts recommend no more than two standard drinks on any day;
  2. Increase awareness and concern of the link between alcohol and a range of long-term harms; and
  3. Increase intent to follow the Australian Alcohol Guideline.

Campaign asset

30 second radio - What you can't see
30 second radio - Cancer
30 second radio - Stroke
30 second radio - Liver disease

  1. National Health and Medical Research Council. Australian guidelines to reduce health risks from drinking alcohol. 2009. Commonwealth of Australia: Canberra, ACT.

Page last updated7 August 2023