Public Advocacy Campaign Report: Alcohol Consumption in Queensland

This public advocacy report addresses the issue of alcohol consumption in Queensland, Australia, aiming to influence the state government to implement stricter regulations. It highlights the health risks associated with alcohol consumption, including alcohol-induced diseases and disabilities. The report outlines a campaign by the Association against Alcohol Consumption (AAC) to raise awareness and promote safer drinking practices. It identifies target audiences, including government officials, social activists, and the general public, and proposes strategies for disseminating messages through various media channels. The report also acknowledges resource constraints and recommends strategies for attracting donors and utilizing low-cost advertising opportunities. Ultimately, the goal is to create a significant impact on reducing alcohol consumption and improving public health in Queensland, with the upcoming state election serving as a key timeframe for action. Desklib provides access to similar reports and solved assignments for students.

Running head: ALCOHOL CONSUMPTION IN QUEENSLAND
A Public Advocacy Report on Alcohol Consumption In Queensland
Group status: Outsider
Group type: Promotional
Name of the university
Name of the student
Author Note

1ALCOHOL CONSUMPTION IN QUEENSLAND
Executive summary
Association against Alcohol Consumption (AAC), Queensland is a group of people
willing to make changes within the society regarding the practice of alcohol consumption,
was established in Queensland, Australia in the year of 2016. Members are honourable
professors, police officers, health professionals like doctors and nurses, bankers and people
dealing with emergency services of the society. Acknowledging our status as an outsider
group our 25 members are dedicated to one mission of creating a lobby and draft policies or
regulation against the practice of alcohol consumption for the welfare of society.
Although, both the human and monetary resources are limited yet as an outsider non-
profit group the motto is to raise awareness among the citizens with the help of native
government. In order to raise the awareness against safe drinking, our organisation will use
strategies of public relations through media and broadcasting channels. Our group will also
go for public opinion to support the noble cause.
Out of which a quantitative and qualitative analysis will be presented to the ministers
to initiate new regulation within the society regarding alcohol consumption. It is difficult to
end some existing societal issue within a short span of time yet it can be believed that
mentality will change. At least, new agendas should be applied before the next state election
in Queensland.

2ALCOHOL CONSUMPTION IN QUEENSLAND
Table of Contents
1. Introduction.........................................................................................................................3
2. Campaign aim, objective, limitation...................................................................................3
A) Campaign aim...................................................................................................................3
B) Objective of the campaign................................................................................................4
C) Resource Constraints.........................................................................................................5
3. Identification of Audiences.................................................................................................6
4. Messages and evidences.....................................................................................................7
5. Identification of channels: mode of publicity.....................................................................9
6. Recommendations.............................................................................................................10
7. Conclusion........................................................................................................................11
8. Appendices........................................................................................................................15
8.1 media release..................................................................................................................15

3ALCOHOL CONSUMPTION IN QUEENSLAND
1. Introduction
The public advocacy report aims to determine the measures against the drinking
problem in Queensland, Australia. With the same, it would also influence the state
government to take necessary steps for altering the legislative framework regarding the
practice of alcohol consumption within the society. It has been observed from the journal of
Fitts et al. (2017) that alcohol induced diseases are the 4th largest reason behind death across
Australia as per a survey conducted in 2011. Case of almost 1300 deaths and approximately
37,000 cases of hospitalization for alcohol addiction; have been confirmed by the same
survey. Moreover, cases of disability among children are the evidences, which supports the
assunptions of drinking during pregnancy. Apart from that, citizens experienced incidents of
violence induced by intoxication during late hours of the night (Kypri, McElduff & Miller,
2016).
The ongoing culture is somewhat making the future of Queensland uncertain and
blurry as children are engaging themselves into intoxicating practices from their early stage
of teenage (Howard, Gordon & Jones, 2014). Therefore, the purpose of this advocacy report
is to present an anti-alcohol campaign along with recommendations to influence the
government for revising and protecting the legislature considering the contemporary needs of
the society. The entire report has been presented for the social interest only.
2. Campaign aim, objective, limitation
A) Campaign aim
It has been observed that 21% of adult drinkers irrespective of gender have engaged
themselves into lifetime risks due to daily consumption of liquors whereas 31% are
occasional drinkers, yet carry several health risks. As an outsider promotional group, AAC
aims to influence the Government of Queensland to put restrictions over the practice of

4ALCOHOL CONSUMPTION IN QUEENSLAND
consuming, manufacturing and distributing alcohol within the society to promote health
benefits (Previte, Russell‐Bennett & Parkinson, 2015).
With the same, the campaign will look into the matter of safe drinking in pubs, clubs
by restricting service of alcoholic drinks from 2 am except in regions, which are safe at night
(Kypri, McElduff & Miller, 2014). However, drinks cannot be served after 3 am in any of the
licenced premises even. People under 18 years of age cannot consume or to be served
alcoholic beverages according to the Liquor Act of 1992, framed under legislation of
Queensland. However, there is lack of awareness among people and this campaign will work
on those gaps within the society.
B) Objective of the campaign
 Association against Alcohol Consumption is acknowledging the increasing rate of
physical and mental illness among the adults and even among the teenagers of
Queensland. It tries to alter the existing lifestyle of the citizen by making them aware
that what they are doing wrong with their life as well society (Hoffman et al., 2014).
 In order to influence government ministers to alter the legislation regarding restriction
on consuming and serving alcohol. Besides, as the members are engaged in social
service they can share opinion on drafting of legislative structure implementing the
restriction on practice of consuming alcohol.
 There are several groups working on the same mission to bring a change within the
society. Therefore, in order to shape public opinion a thought of jointly promoting the
same mission is a good idea to work on.
 The campaign should be a remarkable one in front of other states and nations.

5ALCOHOL CONSUMPTION IN QUEENSLAND
C) Resource Constraints
This public advocacy report considers AAC as an outsider promotional group, which
consists of limited resources regarding both the monetary and physical strength. Their
purpose is to make effective changes within a duration of roughly one year until the approach
of next state election of Queensland.
C.1 Strength of human resource
Currently, AAC consists of only 25 members belong to various social designations like
professors, police officers, health practitioners like doctors and nurses. Voluntary members
make an effort to invest their additional time into the noble mission of bring a change within
the society. As the responsibility is huge and varied, the report recommends urgent
requirement via advertisement or social networks to attract the attention of the groups sharing
same mission to serve various purposes of the promotion (Turner et al., 2011).
C.2 Monetary resource
The report aims to attract the attention of donors from the community or corporate groups,
as financially the group is not capable enough to broadcast the awareness among such
broader domain. Therefore, the organisation decides to promote their purpose coupled with a
fund raising process via a Facebook and twitter page (Rowland et al., 2013). Those pages are
carrying a phone number where people can donate via Paytm. The report recommends
utilizing low-cost or no-cost opportunities of public advertisement as per the availability.
C.3 Limitation of time
The agenda of this promotional group is to deliver effective results within a scheduled
time frame of approximate one year until the state government approaches for next election.
This report is willing to recommend effective outcome out of the promotional strategies

6ALCOHOL CONSUMPTION IN QUEENSLAND
within the restriction of time (Rundle-Thiele et al., 2013). Considering the interest of political
parties to gain positive image in front of the society and the role of media regarding
promotional campaigns for social benefit just before the election, there is immense
opportunity to succeed. Moreover, this voluntary promotional group consists of native
political leaders who are struggling to serve the society in order to achieve a better position
politically, will try to contribute in this initiative against the practice of excessive
consumption of alcohol acknowledging the upcoming election (d'Abbs, 2015).
3. Identification of Audiences
a) Expectation is the government will take effective measures based on the report provided
by our group AAC. According to the views shared by Clough and Bird, (2015), as the
central concern is to send a message to the government of Queensland that in spite of
implementation of the rules and regulations, there is lack of awareness among the mass
or they are just violating the law.
b) Social activists, native leaders are the voluntary part of Association against Alcohol
Consumption. It can be assumed that it will help to promote our campaign on national
level in front of health ministry of Queensland as they have well established contacts
across society.
c) In the addition, the campaign finds its space in various medium of online or print media.
Campaign will be broadcasted via television or radio advertisement considering citizens
of Queensland as the biggest part of the audience. In order to establish the agenda the
campaign tries to attract the attention of native drug action teams sharing same mission.
It has been observed from the report of the teams working against consumption of the
drugs that, doctors and nurses have confirmed the number of patients suffering from drug
addiction has decreased after the campaigns started.

7ALCOHOL CONSUMPTION IN QUEENSLAND
 AAC have to convey their purpose to editor of daily newspapers to promote their
agenda of bringing health benefits by restricting the manufacturing and distribution of
alcohol.
 The audience group includes the doctors’ association of Queensland, news directors
of esteemed daily newspapers, owners of pubs, clubs and bars. It is nothing but a
process of generating mass awareness. The structuring of legislation is not enough,
government should be aware to acknowledge the gaps, whether citizens are
maintaining the guideline or not. Ultimate objective is to send the message in front of
the cabinet ministers expecting effective transformation within the society, keeping
the upcoming state election in mind.
 Apart from that, law should be strictly followed by the liquor manufacturers and
distributers. Companies should understand the social concern instead of only
following the trend of profit.
d) Concisely, the report directly approaches to the consumers, people who are eligible for
taking part in state election.
4. Messages and evidences
a) After receiving a detail insight from the studies of Lyvers et al., (2018), Association
against Alcohol Consumption have set their agendas to create a significant impact on
reducing the consumption of alcohol and other intoxicating products that influences
lifetime risks. It has been noticed that the success rate is higher when these agendas
come with advocacy for bringing change in legislature as well.
b) The activities of Queensland’s community should be under strict inspection in the case of
drinking in public premises. The agendas have been set to prevent people from
developing health risk due to consumption alcoholic drinks. All the agendas will be
planned evaluating previous measures and collecting the best practices out of that.

8ALCOHOL CONSUMPTION IN QUEENSLAND
c) The central concern is to raise mass awareness to a level where communities feel to work
together against such noble cause and support the prevention activities against alcohol
related problems. It is always better to work together that that of trying to raise voice
individually.
d) Before framing the report, several media reports, and surveys on the annual reports of the
hospitals should be consulted to gather credible data and a distinct perception.
e) Objectives should be realistic and achievable, framing and structuring down the agenda
can help to follow as well as it can be evaluated in terms of gaining further funds to
execute next agendas.
As evidence the study conducted by Bergqvist et al., (2013), can be mentioned, it has
stated that each year the number of deaths from alcohol related cancer is increasing in
Queensland. Cases of liver cancer, oral cavity, colon cancer and breast cancer among females
have been spotted due to the unhealthy habit of excessive drinking. Cancer Council
Queensland has recommended the citizen by initiating several campaigns to quit or at least
restrict the amount of consumption to avoid developing the risk of fatal diseases (Pilgrim,
Gerostamoulos & Drummer, 2014). The concern is national guideline had been framed ten
years before and realising the need of revising the legislation this report has been presented to
attract the attention of the government. It cannot be possible only by generating awareness
among the communities, it is equally important to put restrictions on trading hours of
alcoholic beverages in licenced premises. The data shared by Rundle-Thiele et al., (2013),
supports the increasing rate of family or public violence and drinking among children. It has
marked them as serious issues of social degradation induced by intoxication.

9ALCOHOL CONSUMPTION IN QUEENSLAND
5. Identification of channels: mode of publicity
The report clearly acknowledges the need of low cost or no-cost mode of public
interactions as AAC as a promotional group with outsider status does not have that much of
monetary or human resources. Therefore, it would be a good idea to promote a web page
instead of approaching other media channels.
a) Creation of AAC’s web page has been planned to design with the names, phone numbers
and various links to reach our volunteers in case of donation or other official matters.
Social media managers will be appointed to create and maintain regular posts and
updates regarding daily agendas.
b) Every social network application like Facebook and twitter should carry an official page
dedicated to promoting activities of AAC. Although, it has been observed in the studies
of Atkinson et al., (2017), that young generation is influenced by advertisements on
social works largely. A YouTube channel will broadcast the videos of campaign. It has
been planned to include personal grievances of the citizens of Queensland, like opinions
of health professionals, cancer survivors, and victims of alcohol-induced violence; these
videos will help on a huge scale in order to understand the contemporary social situation
(Calabria et al., 2013). Moreover, the acknowledgment of gaps will lead to the solution
and influence governing bodies to reconsider the legislation regarding the consumption
of alcohol.
c) Following up email and messages by calling them personally can bring fund or contacts
of other group of social workers who can join and boost our resources with both work
force and prior knowledge in this field.
d) The process of retweeting and answering messages and comments will initiate a practice
of interactive sessions with the audiences.

10ALCOHOL CONSUMPTION IN QUEENSLAND
e) The editorial section of the printing media should be utilized thoroughly dropping letters
by highlighting the key aspects of drinking problem maintaining a certain periodical gap
(Azar et al., 2013). It is the most traditional way to attract the attention of the governing
bodies towards any social concern.
f) Although, it is a wise idea to submit an e-petition on the website of Queensland
parliament. Apart from that with the help of native political leaders, hard copy of letters
can be forwarded to native cabinet ministers to make them aware of the degrading
scenario. The entire campaign can be more approachable, if the petitions are written with
the links of every social sites belong to AAC along with the video links of YouTube
channel.
6. Recommendations
The entire advocacy report will work towards attracting the attention of governing
bodies to the alter terms of legislation in some specific areas. These areas are as follows:
 Considering the federal structure of the government, it has been planned to
propose increment of taxes in the trading process of cheapest alcoholic drinks.
 Acknowledging the increased percentage of alcohol induced violence; trading
hours should have been restricted in licenced premises. Pubs, bars and clubs
cannot serve liquor after 2am as mentioned previously and in the cases of bombs
or shots it should be stopped serving after midnight (Wilkinson, Livingston &
Room, 2016).
 The licence of liquor is easily available across the state; therefore, communities
cannot be accused alone in terms of excessive consumption (Munro et al., 2014).
Government should reduce the density of venues and bottle stores by restricting
the procedure of sanctioning the license.

11ALCOHOL CONSUMPTION IN QUEENSLAND
 In order to control the practice of drinking among the young population which
causes both the physical and mental imbalance among them according to the
studies of Manton and Moore, (2016), the liquor companies should avoid the path
of extensive advertisement, especially the places which are easily accessible for
teenagers. School or college premises, areas around children’s park or recreation
centre, social networking sites should be avoided while posting advertisement of
liquors (Alhabash et al., 2015).
7. Conclusion
Considering the mentality of social change as a noble objective, this public advocacy
report expects to bring effective changes to the current scenario of degradation across the
state of Queensland. However, preventing the community from an existing unhealthy practice
is difficult for an outsider promotional group with limitation of both the monetary and human
resources. As it has been organised by volunteers, people are neither bound to nor capable of
dedicating themselves to accomplish the goals. There are already several non-profit groups,
who are working against this issue same as AAC and implementing various community based
programmes.
The response from the anti-alcoholic campaign will influence the government to rethink
whether the legislative structure should be altered or not. Although, one of the purposes is to
draw attention of governing bodies, it is a proven fact that public advocacy reports have great
impact on the communities. Instead of waiting for the legislation to change or being strict, if
communities take even minimum initiatives to make their future better by maintaining a
healthy life and avoid the violation of law; then the purpose of Association against Alcohol
Consumption will be fulfilled largely.