Alcohol campaign prompts calls for help

A new series of graphic advertisements about binge drinking have made an impact - prompting complaints but also calls for help, an alcohol helpline says.

The new campaign by the Alcohol Advisory Council of New Zealand (Alac) features three ads - a man ("Uncle Mark") slamming a child into furniture while whirling him around at a party, a young woman ("Lisa") becoming prey to a dangerous man in an alley and a father (`Danny") being found by his young daughter on the bathroom floor covered in blood and vomit after a violent night out at the pub.

Alcohol and Drug Association New Zealand chief executive Cate Kearney said the campaign, which began on April 6, may have upset a few people but was already working.

She said in its first couple of days the campaign prompted 15 complaints to the Broadcasting Standards Authority, but twice as many calls to the Drug Alcohol Helpline from people seeking help.

"In the first two days, calls to the helpline went up by 30 percent and within a week, they were up by 50 percent and have now dropped to 42 percent," she said.

"What's even more significant, is that over 80 percent of those that called due to the advertising had never called the Helpline before. That means the ads are hitting home with people who recognise the binge drinking pattern. It's given them the motivation to do something about it and seek help."

Ms Kearney said most of the calls related to the ads involving "Uncle Mark" and "Danny".

"One man said he realised Uncle Mark could easily have been him and he thought he'd better get help. And a lot of callers have identified with the guy in the pub."

Particularly disturbing were male callers who said they had seen the "Lisa" situation a lot and had never done anything to stop it, she said.

People who complained about the advertisements said they were too graphic, "shocking", and upset children.

"More compliments than complaints have been received at the Helpline with 90 percent of callers that comment on the campaign expressing appreciation."

Stuff NZ