22 Oct 2008

TV ads helping to change drinking culture - ALAC

4:24 pm on 22 October 2008

The Alcohol Advisory Council says its hard-hitting television advertisements are helping to change New Zealand's binge-drinking culture. But it acknowledges a true change will take a generation.

ALAC chief executive Gerard Vaughan told a conference of International Safer Communities in Christchurch that 18% of people say they are drinking less after seeing the ads.

The campaign was launched in April this year and portrays various consequences of severe intoxication, including a very drunk woman being led away by a stranger down a dark alley-way.

However, Mr Vaughan says though the ads are having a positive effect, it will take a generation to truly change New Zealand's drinking culture.