Parents, Young People and Alcohol 'I See'

No one should provide alcohol to under 18s.

The latest phase of the Parents, Young People and Alcohol campaign is a joint initiative between the Mental Health Commission, Curtin University and the Telethon Institute for Child Health Research, and is part-funded by Healthway.

The campaign's key message is 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. 1

This new campaign builds on the successful "Cogs" campaign which featured the impact of alcohol on the developing brain which launched in November 2012.

Alcohol consumption as an adolescent or young adult is associated with physical injury including accidental and violent injury. 1 Drinking alcohol also increases the risk of developing mental health and social problems, especially when a person starts drinking at a young age. 2

Access to alcohol is a contributing factor to young people aged 12 to 17 years who report drinking in the last week. Limiting alcohol availability is important and young people report the primary sources of alcohol as parents (28%), friends (26%) and someone else bought it for them (23%). These sources change as young people approach 17 years-of-age to be reported as licensed outlets (29.8%), someone else buying it for them, friends (20.8%) and parents (18.4%).

The new campaign features a range of experts including a paediatrician, paramedic and school psychologist - all who witness young people experiencing the harms caused by alcohol consumption.

Key message

No one should provide alcohol to under 18s.

Target group

Primary: Parents of young people 12 to 17 years-of-age.
Secondary: Young people 12 to 17 years-of-age.

Campaign objectives

  • 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.
  • Increase parental understanding and salience of the importance for preventing the supply of alcohol to young people by anyone.
  • Increase understanding about the importance of personal and community action to delay young people’s alcohol use.
  • Increase expectation for personal and community action.


Campaign Video
45 second television commercial

30 second television commercial

30 second - School Psychologist

30 second - Doctor

30 second - Paramedic

Related Information

Parents & Young People

Children and young people are vulnerable to alcohol and in particular, alcohol can have a significant impact on the developing body and brain.

What Parents Need to Know

The NHMRC alcohol guideline for young people gives a sound and important reason for parents and care givers not to give alcohol young people if they are under 18 years of age.


Commonwealth of Australia (2009). National Health and Medical Research Council: Australian Guidelines to reduce health risks from drinking alcohol. p. 59.


Brown S & Tapert S, 2004, Adolescence and the trajectory of alcohol use: basic to clinical studies. Annals NY Acad Sci 1021: 234–44.

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