Preventing Alcohol Harms


Smart Generation

Smart Generation was a social marketing and community mobilisation program designed to reduce alcohol consumption of young people under 18.

The project was piloted in three schools in Knox and included involvement in a national randomised control trial for Smart Generation commencing in 2016.

The program comprised of two key components:

  1. Delivery of a social marketing campaign to students and parents about the National Health Medical Research Council Guidelines for drinking alcohol to establish clear standards of behavior regarding alcohol consumption.
  2. The monitoring of alcohol supply by liquor outlets: testing the liquor outlets for compliance regarding identification (ID) for under 18’s

In 2018, the program ran testing in Yarra Ranges, Maroondah and Knox, and also piloted the testing with Knox sporting clubs in 2018. It is also looking to explore the option of conducting test purchasing in Maroondah sporting clubs.

The program is aiming to prevent young people (aged 12-17) drinking alcohol before they are 18 (in line with the National Health and Medical Research Council guidelines) and to intervene at points where young people are accessing their alcohol e.g parents and/or buying it themselves.

Organisations: Communities that Care Knox/EACH

Contact: Deborah Cocks, Coordinator Communities that Care Knox/EACH

Website: Smart Generation