VicHealth’s No Excuse Needed campaign aimed (Sept – Dec 2014) to drive culture change by challenging perceived social norms around drinking.
The campaign targeted young people aged 16 to 29, challenging the perception that many young people are drinking heavily on a regular basis.
The campaign was informed by a VicHealth study showing that young Victorians are more likely to feel positively about drunkenness than those 30 years or over and are also more likely to feel pressure to drink around other drinkers. This research also showed that 61% of young people don’t go out intending to get drunk.
https://www.vichealth.vic.gov.au/programs-and-projects/no-excuse-needed-campaign