The Association for Responsible Alcohol Use (ARA) is leading the way in the fight against underage alcohol purchases through its newly designed in-store sticker campaign titled RU18 to assist in increasing awareness amongst retailers and the public alike and combating the current stream of underage alcohol purchases.
"The aim is to reinforce the association's message of responsible drinking by keeping the legal age limit top of mind for both the purchaser and the distributor as well as discouraging adults from sending underage buyers to buy alcohol for them," says ARA spokesperson Adrian Botha.
"The association acknowledges underage drinking as a problem and it is only with the assistance of the distributing outlets and by encouraging responsible behaviour amongst purchasers that we can reduce the extent to which this is happening. While this campaign is targeted on the purchase of alcohol, we are continually focused on educating adults regarding awareness of the availability of alcohol within the home to underage drinkers," continues Botha.
The ARA is in the process of distributing its in-store point of sale material to various outlets over the next few months and looks forward to working alongside storeowners and retail employees to create greater awareness around its latest campaign.
For more information, go to www.ara.co.za