“Was last night really worth it? It’s not the drinking, it’s how we’re drinking”. This is the new tag line for a series of television and print ads from the Alcohol Advisory Board of New Zealand. The message is not anti-alcohol, but rather it promotes responsible consumption amongst teens and adults alike. The agency wants to “change the acceptance and celebration of drunkenness and intoxication and to reduce the amount of alcohol we drink at a time”.
It seems that every day a new guideline for safe alcohol consumption comes out. In some cases, people think it’s okay to bank their daily allowance and go on binge drunk fests, while other people ignore recommendations due to either alcoholism or apathy. These ads may hit a chord for some people, but more is obviously needed in order to really change the alcohol culture.
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