Are You Responsible?

A campaign developed by the Wollongong Local Area Command to address the problems associated with under age drinking and the secondary supply of alcohol to young people.

What is the campaign about?

The campaign has been designed as a tool to encourage the community to think about their level of responsibility in relation to young people and alcohol. The campaign aims to target the supply of alcohol to young people.

The Wollongong Local Area Command is situated on the coast with approximately 23 beaches. It is the beach areas throughout the command that have traditionally been the target for large parties of young people, with up to 300 young people congregating on beaches and beach reserves to consume alcohol during the summer months. This has been a regular problem for Wollongong Police and community members.

The Wollongong Local Area Command developed the “Binge Drinking” program in 1998 and continues to support this program which is now conducted at the Bulli PCYC. The Binge Drinking Program deals with the legal, social and health risks associated with under-age drinking. It targets the young people themselves. While running the Binge Drinking Programs it became evident that there was a problem not only with the young people consuming alcohol, but also the adults supplying the alcohol. Many of the young people reported that their parents had supplied the alcohol for them to take to the parties. Others stated that unknown adults had bought the alcohol at liquor outlets for them. (Sometimes for a small fee).

Community and business groups in these areas were concerned not only about the alcohol consumption, but also the behaviour that follows these large parties. The anti-social behaviour, increased levels of violence, malicious damage, broken glass on the beaches and in the parks, and increased noise levels in these areas are some of the concerns that these groups voiced.

The “Are You Responsible?” campaign was designed to address these issues. The campaign asks people to consider the responsibility issues surrounding the supply of alcohol to young people. It then goes a step further and equates this responsibility to the responsibility issues surrounding the malicious damage, broken glass, violence and anti-social behaviour. The campaign also addresses the issues surrounding the use of false identification. Young people (over 18) are asked to be responsible and to consider the consequences of providing their younger friends with identification (Drivers Licences and Proof of Age Cards).

Resources Used

The campaign requires the support of local media outlets, promotional resources and operational procedures. The Wollongong LAC sought the support of the Wollongong CDAT, Local Councils and also the RTA in order to get these resources.

Click here for contact details or more information on the Wollongong CDAT.

Media:

The Wollongong Local Area Command worked closely with the media unit to develop a comprehensive media plan. Paul Jackson from the Media Unit prepared the media plan and all the media releases in consultation with A/Sgt Lisa Westwood (Crime Prevention Officer). The media releases are available through the media unit for replication in other commands with similar problems.

Local Television (WIN TV) have provided free air time so that a regular advertisement can be played on air to promote this campaign. The advertisement was filmed by Police TV and the marketing unit. Local Iron Woman, Lilli Miller assisted with the campaign and is the spokesperson in the advertisement.

Radio and Print media have also assisted in promoting the campaign and have agreed to keep the campaign going through out the summer.

Posters & Pamphlets

The posters and pamphlets used to promote the campaign were designed and printed at a local Graphic Design Company, “Wisdom”. The Crime Management Unit and Licensing Police brainstormed ideas to come up with the messages that the Wollongong LAC wanted to promote. These ideas were then worked into the pamphlets and posters.

Posters and pamphlets will be displayed and distributed through bottle shops, the motor registry and in community awareness campaigns run by the VIPs and local council.

Promotional Material

To assist in promoting the campaign, frisbees were designed with the campaign logo and messages on them. These frisbees are being distributed by Local Council Life Guards, Volunteers in Policing and the CDAT groups to promote the campaign. Wollongong used frisbees to keep with the beach theme of the campaign. Other ideas that were suggested included beach balls, magnets and caps. The products used will depend on the geographic area in which the problem exists. Funding for the promotional material was received through local council, Safe Community Action Teams (Wollongong & Shellharbour) and the RTA.

Operational Component

Operational orders have been developed for use through out the summer. The operational component involves the entire command and a variety of sections. The orders have been developed in a way that allows them to be adapted according to changing trends and officer availability.

Evaluation of the Campaign

A pre-campaign survey was conducted in an attempt to gauge community perceptions in relation to the issues surrounding underage drinking, supply of alcohol to young people and the use and distribution of false identification. A follow up survey will be conducted in February to gauge perceptions after the campaign has run through the summer.

Police resources are also being monitored with the time and number of police reacting to under-age drinking being monitored on a weekly basis to determine if there is a change in trend or a reduction in police time spent responding to problems associated with the under age drinking.

Statistical analysis will also be used to determine how many young people are identified and also the locations that these activities occur in during the summer of 2001/2002.

For more information on the "Are You Responsible?" campaign, contact:
Senior Constable Lisa Westwood,
Wollongong Local Area Command and Wollongong CDAT member,
Phone: 4226 7837.