What About You? Murihiku is a collective movement that continues to partner with an increasing number of community agencies to address alcohol and drug related harm and promote mental wellbeing in Murihiku.

For the month of July, What About You? Murihiku has partnered with the ILT (Invercargill Licensing Trust) and all ILT establishments (16 bars and 6 bottle stores) to promote Try July, encouraging people to try zero-alcohol drinks as a healthier alternative for the month of July.

Different from a campaign, Try July is a collaborative health venture which uses strategic partnerships to support changed mindsets to alcohol, characterized by working alongside the local hospitality and alcohol industry to encourage zero-alcohol options for the month of July.

The ILT is a community-owned organization and has exclusive, legal trading rights (in terms of hotels, taverns and off-licence venues) within the Invercargill district, which makes this an impactful partnership for sparking more interest in zero-alcohol options. This is helping to change the mindset that to go out and enjoy yourself alcohol is necessary, and instead you can stay social while making healthier beverage choices. Increasing product diversity is helping to make drinking zero-alcohol more appealing and more enjoyable. Local establishments have made more zero-alcohol options available, including creating new original mocktail menus and introducing a greater range of zero-alcohol beer.

What About You? Murihiku leans into existing visibility and stakeholder-community relationships, then adds What About You messaging to create a powerful collective approach. Messaging has been through t-shirts, badges, posters and online. Social media posts have been an important tool for highlighting the partnership between the ILT and What About You? Murihiku while promoting Try July. The authenticity of these posts, particularly in embracing a zero-alcohol drinking option, has resulted in significant engagement. This response suggests the Southland community is ready for a new mindset, or an existing mindset is now being catered to - namely, that zero-alcohol consumption is socially acceptable. This shift points to a healthier attitude towards alcohol within the community.

This has been a successful pilot, and ILT establishments continue to promote Try July messaging via their bars, restaurants, and bottle stores for the remainder of the month. Plans are underway to continue this partnership for future initiatives, including drive sober messaging in the lead up to the Christmas break, and Try July again in 2025.

Article added: Thursday 25 July 2024