Northland has a population of approximately 145,000 people.  The population is predominantly rural and 35% Māori. The alcohol issues in the area include young people binge drinking, the use of alcohol and cannabis together, minors accessing alcohol and drink driving.

The LiquorSense Sponsorship campaign was undertaken as part of an ongoing campaign to reduce alcohol-related harm in Northland sports clubs.  In 1999, the campaign built strong ties with the Northland Rugby Union to promote the LiquorSense message to the 8,500 rugby players, 368 teams, 57 clubs, 6 sub-unions and 155 schools. 

Northland Health was unable to sustain this level of sponsorship over the longer term and so built an alliance with Northland Rugby Referees in order to maintain the profile of the LiquorSense message within the community.

The campaign involved local health promoters, the Northland Rugby Referees Sponsorship Manager, all Northland referees, the Rugby Referee Development Officer, Roadsafe Northland and the Northland Rugby Union.

The project targeted the sporting community with the promotion of a safe alcohol message in sports clubs and on the marae, using both Māori and non-Māori role models with existing speaking rights at clubs and marae throughout the North.

The process involved:

• Attending regional referee meetings throughout Northland to explain the partnership and Public Health perspective
• Providing an example of the LiquorSense message on cards for all referees, while encouraging them to put it into their own words (e.g., “when you’re travelling home tonight remember you’ll be on the most dangerous stretch of road in Northland.  If you’re drinking this evening, find a sober driver in advance”)
• Sending out messages through referee newsletters
• Referees having LiquorSense printed largely on the back of their jerseys and wearing LiquorSense badges
• Having flags with liquorSense on them
• Giving clubs LiquorSense stickers for fridges with a contact number for bar training
• Monthly liaison meetings

The LiquorSense project encouraged clubs to look at issues around drinking and driving.  Developing a relationship with the referees provided an opportunity for other Public Health messages to be given out at community level.  There was excellent feedback from the referees about the targeting of high risk groups.

The clubs felt referees were good role models to deliver the message and noted varying changes in behaviour.  Clubs also began to suggest ways in which the message could be supported, for example posters and information for coaches.