Alcohol awareness campaign says 'Hello Sunday Morning'
A new campaign is raising awareness on the risks of drinking and promoting healthier attitudes towards alcohol, particularly in regional South Australia.
Hello Sunday Morning’s Drink Less Do More campaign is focused on helping people understand the impacts of alcohol on physical and mental health and providing digital tools that help individuals make informed choices.
Targeting adults aged 25 to 54, the ads reframe common drinking phrases into a positive, healthier narrative to engage audiences and encourage them to think about their choice to drink and directs them to download the Daybreak App – full of helpful resources, chat groups and a drink tracking feature.
Developed in collaboration with an advisory group comprised of local community groups, drug and alcohol service providers, cultural organisations and health networks, all elements of the campaign will have continual input to ensure it continues to be prevention-oriented, evidence-based and culturally appropriate.
According to the 2022-2023 National Drug Strategy Household Survey, over 32 per cent of South Australians aged 14 years and older reported drinking more than 10 standard drinks per week, or more than four in a single sitting at least monthly, which on average, is higher than the national rate of 30.7 per cent. Drinking at these levels increases health risks.
Hello Sunday Morning is an Australian global leader in digital alcohol prevention and the largest organisation of its kind in the world. It aims to change the world’s relationship with alcohol. It offers a range of programs accessible 24/7 for anyone using a smart phone.
The Hello Sunday Morning’s Daybreak and Care Navigator programs support action to achieve the target in the South Australian Alcohol and Other Drug Strategy 2025-2030, that seeks to reduce the proportion of South Australians aged 18 and over who report drinking more than ten standard drinks per week on average, from 24 per cent in 2023, to 20 per cent by 2030.
As part of the rollout, resources, local events and targeted digital and social media content will be delivered across South Australia to help raise awareness, spark conversations and encourage community-led action.
If you need support, or would like to access confidential telephone counselling, information and referrals are available by contacting the Alcohol and Drug Information Service (ADIS) on 1300 13 1340 between 8.30 am and 10.00 pm.
Quotes attributable to Preventive Health SA Acting Chief Executive, Melissa Bradley
We are investing in our regional communities because every person, no matter where they live, deserves access to the tools that help them live safer, healthier lives.
Hello Sunday Morning is designed to meet people where they are, with tools and messages that are real, practical and culturally grounded. It’s about supporting people to make healthier choices every day.
This campaign is focused on evidence-based tools, informative resources, support and connection. When communities talk honestly about alcohol, they grow healthier and stronger together.
Quotes attributable to Hello Sunday Morning Chief Executive Officer, Dr Nicole Lee
Rather than relying on fear or shame, this approach reframes alcohol reduction around capability, choice and wellbeing. It focuses on what people gain by drinking less better physical health, clearer thinking and a better quality of life, which are what actually drives lasting behaviour change.
By making digital tools like Daybreak accessible across South Australia, we can support people at every stage of their change journey, especially those in regional communities who often face real barriers to early intervention and ongoing support.
We’ve used best-practice public health prevention supporting people early, reducing risk and embedding behaviour-change tools that are accessible, evidence-based and built to scale to create Drink Less. Do More.
Find out more about reducing alcohol -
Read the NHMRC Guidelines to reduce health risks from drinking alcohol