Tackling youth binge drinking

The Australian Government's Be the Influence initiative was set up to change the harmful drinking behaviour of many young people.

As part of the initiative, Australia’s leading sports organisations refused alcohol sponsorship and committed to providing sporting environments free from alcohol advertising.

Working with sports and entertainment agency Gemba, I helped create a campaign that featured champions from each sporting code pledging to tackle youth binge drinking.

For me, the line Strong enough to say enough is the emotional centre of the campaign. I like its double resonance: a statement from the codes and athletes making a stand against big business, and an empowering thought for young people facing peer pressure.