The Alcohol and Drug Foundation (ADF) has launched the 'Keep Their Future Bright' campaign, targeting underage alcohol consumption among high school students, with a focus on those aged 15 to 16.

A recent survey of 3,240 Year 10 students in South Australia and New South Wales revealed that a third of the students admitted to drinking alcohol before the age of 13, with consumption often occurring at home. The survey also found that 43% of teenage drinkers obtained their alcohol from their parents.

The campaign aims to change parents' perceptions about underage drinking by highlighting the harmful effects of alcohol consumption at a young age, such as behavioural, social, and emotional problems, and the potential for future alcohol dependency.

Icon’s Executive Creative Director, Micheal Knox, said, “There’s a lot of pressure to be a cool parent, and not drinking alcohol at home before you’re 18 can be an awkward chat. This campaign encourages conversation between Mums, Dads and their Teens. We’re looking forward to seeing it roll out and exploring where ‘Keep their future bright’ can take us.”

ADF’s Head of Marketing and Communications, Cinzia Marrocco, said: “Adolescence is a time of big physical changes and drinking alcohol, even in small amounts, can impact the developing brain. The effects can include things like finding schoolwork harder, to having trouble processing emotions or performing at their chosen sport. This campaign emphasises the important role parents can play in setting their kids up for a healthy future, and we’re so happy with how the campaign has come together.”

The 'Keep Their Future Bright' campaign will be rolled out using across platforms, social media, and digital out-of-home advertising channels.