Too much booze, we all lose: the 2008 Christmas Campaign

In 2008 KAAP expanded its "Take AIM - Alcohol in moderation" message to focus on the fact that alcohol abuse affects all of us, regardless of whether we drink or not. The result was the "Too much booze, we all lose" campaign, which saw locally-produced advertisements ran across regional television and radio outlets.

The 45-second television advertisement reflects the cost to people who become innocent victims of the irresponsible actions of others who cannot or choose not to drink alcohol responsibly. It also highlights people having a drink and enjoying a night out without harming others.

The concept for the ad evolved from the results of a community survey of 18-35 year olds in Kalgoorlie-Boulder. Most of the respondents (52.1%) rated street violence as the most important issue in relation to excessive alcohol consumption in our community. When asked about what style of advert they would pay the most attention to, respondents rated "shocking" as the highest (59.4%). More than three-quarters (79.7%) said 18-25 was the age group that drinks at the riskiest levels, and two-thirds said a pub was the most appropriate setting for a locally based advert.

These results combined with the expertise and experience of local film producer Gary Brown, of Natcam Productions, and Lisa Van Oyen, Director of Stage Left Theatre Troupe, to bring the ad to life. More than 30 Goldfields residents were involved in this year's campaign, including local police and paramedics, which helped raise the profile of this issue in the local community and showed a great deal of community support.

The advert ran on WA regional television network WIN from 30 November for three weeks. It was shown an average of three times a day on weekdays, after 8.30pm due to its PG rating.

In addition, a series of engaging Christmas jingles featured on local radio station Radiowest/Hot FM in the first two weeks of December. The jingles, produced with the help of the Kalgoorlie-Boulder Community Choir Two Up Two Down, are a parody of popular Christmas carols Jingle Bells and Deck The Halls. They outline the health risks and social consequences that can result from excessive drinking.

The Christmas campaign was launched publicly on November 22nd at the Hannans Club. The 2008 KAAP Christmas campaign will be evaluated and results posted in early 2009.