Parents at the heart of prevention policies
Parents play an important role in the drinking behaviour of their children but do not always realise it. This is why Pernod Ricard supports and implements initiatives aimed at parents.
A responsibility highlighted by the IREB
A study released by the IREB in 2009* shed light on parents' role in the drinking behaviour of children. The more a child feels allowed to drink, the greater the risk of dependency. The more the child's family discusses matters openly and sets boundaries, the more likely it is that the child will adopt a responsible approach.
Raise parents' awareness
For example, Pernod Ricard Australia has established a partnership with the not-for-profit organisation DrinkWise Australia. The aim is to encourage and help parents to delay their children's first contact with alcohol:
- Roll-out of two national campaigns, "Kids Absorb Your Drinking" (2008) and "Kids And Alcohol Don’t Mix" (2009), which received widespread coverage in newspapers and on television and the radio.
- Creation of a special website for the initiative: advice for parents, results of research, and multimedia information (www.drinkwise.org.au)
- Development of a practical guide for parents and a five-point plan to delay the first drink.
- Involvement of parents through "Yahoo! 7 Answers", an online Q&A forum.
The Australian government has publicly declared that this was a positive industry initiative against binge drinking, providing a good example of collaboration in the community to change attitudes towards alcohol.
Working alongside and supporting parents
The "Infos Alcool parents" website was set up in late 2009 by the Entreprise and Prévention organisation France, of which the Group is a member.