Deakin University
Browse

File(s) under permanent embargo

UNI-NATIONALS – ALCOHOL CULTURE CHANGE COMMUNICATION CAMPAIGN

figure
posted on 2018-10-01, 00:00 authored by Maria Kneebone-Bates
UNI-NATIONALS – ALCOHOL CULTURE CHANGE COMMUNICATION CAMPAIGN

History

Event

UniNationals

Publisher

Deakin University

Place of publication

Geelong, Vic.

Language

eng

Recognition, awards & prizes

2018 UniSport Community Leadership Award 2019 Deakin University Vice Chancellors Award 2019 VicHealth Award Finalist

Research statement

Background Deakin in conjunction with VicHealth required a communication design campaign to raise awareness regarding alcohol consumption at the 2018 UniNationals event with the aim to reduce risky drinking behaviour. Contribution I was responsible for strategic design and concept direction of the project. The project and resulting artefacts (posters, banner, merchandise and animation) answer the question of, ‘how might we create visual and communication messages that build confidence in students to reject harmful influences in a scenario where excessive alcohol consumption is seen as the norm?’ Using human centred design methodology, co-design research workshops were undertaken with Deakin University students to investigate methods of communicating responsible alcohol consumption at large sporting competitions through develop targeted messages and a visual language that resonated with them. The workshops identified that students respond to positive messaging and imagery, combined with a challenge to do better or improve themselves. The design outcomes used bright positive colours and direct language to achieve one’s best, with a subtle reference to alcohol be an impingement to success. This is in contrast to other alcohol campaign messages that use negative ramifications to convince young people to be mindful of their alcohol consumption. Significance This unique approach garnered positive feedback with participants happily using and displaying merchandise and a reduced level of alcohol was consumed throughout the event. These artifacts, combined with an organised mocktail event received the 2018 UniSport Community Leadership Award. The overall Alcohol Culture Change Project of which this research was part of received a Deakin University Vice Chancellors Award in 2019 and was a finalist for the 2019 VicHealth Awards.

Publication classification

JO2 Original Creative Works – Design/Architectural work

Scale

NTRO Minor

Editor/Contributor(s)

Maria Kneebone-Bates, S SKOGLUND, E Rabahi, HENRY NGUYEN, CHANTELLE SONDHU

Usage metrics

    Research Publications

    Categories

    No categories selected

    Keywords

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC