Major DrinkWise campaign launched ahead of State of Origin

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Always respect, always DrinkWise campaign launched ahead of State of Origin series

In the lead up to the 2023 Ampol State of Origin series, some of the game’s heavyweights and archrivals have joined forces with DrinkWise, the South Australian government, South Australia Police, the NRL and 1800RESPECT to remind the community about the importance of moderating their alcohol consumption and always being respectful towards others.

NSW Blues star Cameron Murray (South Sydney Rabbitohs Captain) said the Always respect, always DrinkWise message is something he’s passionate to support.

“We want NRL fans to enjoy the game and have a fantastic experience, but we also want to ensure it’s a safe one. This is an important initiative to remind fans to take care of one another wherever they’re choosing to watch the game and if choosing to drink alcohol to do so responsibly,” added Murray.

As part of the Always respect, always DrinkWise awareness campaign, Felise Kaufusi (Dolphins), Kirra Dibb (North Queensland Cowboys) and Tarryn Aiken (Brisbane Broncos) have also recorded powerful messages to all those tuning into this years’ series.

South Australian Minister for Recreation, Sport and Racing, Child Protection, Women and the Prevention of Domestic and Family Violence, Katrine Hildyard MP added, “we know how passionate sporting fans are in this state and we want them to celebrate having State of Origin in South Australia”.

“The Always respect, always DrinkWise message helps educate the wider community about being respectful to those they live with and the wider community at all times.”

South Australian Minister for Police, Emergency Services and Correctional Services, Joe Szakacs MP added, “wherever you’re watching the State of Origin game, be responsible, look out for one another and if you’re seeing or experiencing anything untoward, please contact the police.”

DrinkWise CEO Simon Strahan added: “DrinkWise is pleased to partner with the South Australian government, SAPOL, the NRL, 1800RESPECT and 13YARN for the Always respect, always DrinkWise campaign.”

“This DrinkWise campaign will be seen at retailers, hotels and across social media and radio to remind those who are choosing to have a drink while watching the State of Origin series – whether at home, in a pub or at the game – to consume responsibly and in moderation so they can enjoy all the great moments that Origin has to offer.”

“This campaign also serves as a reminder that if people are having trouble managing their consumption or their behaviour and their choices are impacting on the safety of family or others, asking for help is okay and there are support of services, such as 1800RESPECT and 13YARN that can provide advice and assistance,” Strahan said.

Officer in Charge, SAPOL Traffic Services Branch, Superintendent Darren Fielke said “we want all those attending the State of Origin game to enjoy the spectacle and to also make responsible choices – if you’re going to have a drink then don’t think about driving at all – catch public transport or designate a driver so that you can get home safely.

“It’s already been a devastating year on South Australian roads, and we don’t want to add to the number of lives lost by people making bad choices.”

Andrew Abdo, CEO of the NRL, added “this DrinkWise initiative is a timely reminder for everyone to enjoy and embrace the State of Origin series in a responsible and respectful way.”

Always respect, always DrinkWise themed posters and digital artwork will be displayed around the Adelaide city precinct in Endeavour Group, Coles Liquor and select Retail Drinks Australia member retail outlets. Australian Hotels Associations South Australia member venues and Endeavour Group hotels around the city will also be displaying the messaging.

Always respect, always DrinkWise messaging will be further promoted via social media messaging and the digital channels of the South Australian Government, South Australian Police, NRL, DrinkWise, 1800RESPECT and 13YARN.

This will also be supported by awareness messages from NRL players Dibb, Kaufusi and Aiken and supported across the Sports Entertainment Network broadcast.

If you or someone you know needs assistance managing their alcohol consumption, please visit for a range of support services. For anyone affected by domestic, family or sexual violence call 1800RESPECT on 1800 737 732 for confidential counselling, information and support. If you are concerned about the immediate safety of yourself or others, call Triple Zero (000).

To find out more about this initiative or the work DrinkWise is doing as part of efforts to create a safer and healthier drinking culture in Australia please visit

A formal launch of the initiative in featuring South Australian Minister for Recreation, Sport and Racing, Child Protection, Women and the Prevention of Domestic and Family Violence, the Hon Katrine Hildyard MP, DrinkWise Chief Executive Officer Simon Strahan and NRL Executive General Manager Jaymes Boland-Rudder was held on Tuesday 30 May at Strathmore Hotel – 129 North Terrace, Adelaide.

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