Wodonga Council's Who's It Gonna Hurt? campaign has been recognised with a national award at the 2019 National Alcohol and Other Drugs Excellence and Innovation Awards in Melbourne.
The awards hosted by the Alcohol and Drug Foundation, recognise and celebrate the achievements of the incredible people and organisations doing exceptional work to prevent and reduce alcohol and other drug harms in Australia.
With partners VicHealth and Dutch Media, the campaign aimed to tackle risky drinking among local workers.
Who's it gonna hurt? took inspiration from classic Aussie beer and alcohol brands, using the distinctive labels of drink cans and bottles to deliver simple but powerful messages illustrating the negative impact of drinking on local workers.
"This is fantastic recognition for a regional project to be showcased on a national stage," Wodonga Council Chief Executive Officer Mark Dixon said.
"This was a campaign that was voiced by the men in our community who shared they found alcohol hurt their bank balance, their performance at work and their families, and wanted change.
"This innovative campaign was a great way of bringing the issues to the key audience of male workers between 35 and 55 years and to challenge their thinking and their behaviour."
The campaign followed the journey of Michael Rose, a local father of three who reduced his alcohol intake over a series of months under the guidance of a medical professional. His story was the subject of a documentary launched in November last year.
Who's it Gonna Hurt? was delivered by Wodonga Council with support from Wodonga's Local Drug Action Team and was one of nine projects under way across Victoria as part of VicHealth's Alcohol Culture Change initiative.
More information available at whositgonnahurt.com.au
