Responsible Drinking Media Awards launched

21 Jan 2011

The objective of the newly launched Responsible Drinking Media Awards, a brandhouse initiative, is to encourage journalists to use their individual approach and messaging influences to proactively gain traction with their readers and shape perceptions and behaviour around drunk driving, as well as other alcohol-related issues such as under-age drinking, foetal alcohol syndrome (FAS) and binge drinking.

Responsible Drinking Media Awards launched

Launched by brandhouse yesterday, 20 January 2011, entries for the awards close on 30 April 2011. Entrants need to build a portfolio of published work dating from 1 July 2010 until end April 2011. The judge panel includes leading industry authorities Chris Moerdyk, non-executive chairman of Bizcommunity, and Ruda Landman.

Gerald Mahinda, MD of brandhouse says, "brandhouse is deeply committed to responsible drinking and is involved in numerous interventions driving this important message to consumers. The awards form part of our ongoing efforts to inform and raise consumer awareness about the potentially devastating effects of alcohol abuse."

Priscilla Singh, corporate and brand PR manager at brandhouse, says, "While there are many programmes, campaigns and initiatives being rolled out by industry, government and NGOs raising awareness about alcohol and responsible drinking, there seemed to be something missing. The media have an important role to inform and influence people and this award represents an innovative way to make responsible drinking a priority on the news agenda.

"Many journalists do cover and highlight news and issues related to responsible drinking, but more can be done. We believe their messages influence consumers and by being activists for responsible drinking they have the opportunity to make a difference. We'd like to acknowledge media who are true ambassadors for responsible drinking. We look forward to receiving a wide variety of entries from all sectors of media."

Criteria

Open to all South African journalists who consistently demonstrate efforts to support and promote responsible drinking and associated issues.
Articles must be published in South Africa media (print, broadcast, online).
Any stories on responsible drinking can be covered including issues related to alcohol abuse and its consequences
Entries will be judged on the following:
o Ability to highlight, profile and engage with the issues around Responsible Drinking
o Approach to the various campaigns (proactive / unique / relative)
o Level of support (balance between quality and frequency)
o Level of influence (creating awareness / challenging target audience / encouraging change)