At least the Aussie media asks the right questions. That is the most hopeful aspect of this report.
The Australian Federal government is embarking on a graphic 'nightmare' campaign aimed at curbingf binge-drinking among teenagers.
But the question for government, health groups and advertisers is how do you create campaigns aimed at an age group predisposed to risk taking actually work?
There have been similar multimillion-dollar campaigns by governments in the past 20 years, including the national "How will you feel tomorrow?" campaign of the 1990s, which, if statistics are anything to go by, made no difference to youth binge drinking.
Margaret Hamilton from the Australian National Council on Drugs headed the advisory board on the "nightmare" campaign.
Professor Hamilton accepts that there will be no discernible drop in drinking among teens as a direct result of the campaign.
Classic the-state-seen-to-be-doing-something syndrome.
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