Cogs

Campaign Background

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

The campaign was developed to give parents and young people important information to make informed choices about delaying initiation to alcohol use.  The ‘Cogs’ campaign reflected the scientific literature that suggests a young person’s brain continues to develop until their early 20s, and alcohol use during that critical time can affect the developing brain.

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.

Cogs first launched in November 2012 and was in market until March 2014.

Key message

Under 18. No alcohol. The safest choice.

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 parental preparedness and acceptance of responsibility to monitor, supervise and prevent young peoples’ exposure to alcohol consumption and related harm.
2. Increase awareness of the NHMRC guidelines that for children and young people under 18 years of age, not drinking alcohol is the safest option.
3. Decrease the number of parents who provide alcohol to young people (under 18 years-of-age).
4. Decrease misconceptions regarding factors that protect and prevent young people drinking in a harmful way.
5. Increase support for evidence-based measures that can be taken to reduce alcohol-related harm.