Nova 96.9, Channel V and Mushroom Marketing are combining with the fashion industry to introduce a cool alternative to binge drinking as a focus of youth partying and entertainment.
Tickets go on sale today for the inaugural FRESH PARTY featuring four hours of non-stop entertainment on 14th April at Sydney’s Hordern Pavillion.
Australia’s hottest new musical export, The Rogue Traders and home-grown DJ powerhouse TV Rock will be the headline acts.
An initiative of the national not-for-profit group, the Alcohol Education and Rehabilitation Foundation, FRESH PARTY is a fusion of music, fashion and fresh living concepts within the one venue.
The April launch event will be the springboard for an ongoing annual calendar of FRESH events, mostly daytime parties centred on music, fashion, food and sporting themes.
Developed out of extensive research into the activities and aspirations of the 18 to 24’s market, the aim of the experience is to create an alternative to excessive alcohol consumption as the main entertainment focus for young people.
Mushroom Marketing Managing Director Carl Gardiner has told radioinfo: “The Fresh Party concept is aimed at showcasing all the benefits of being “fresh”. It’s fun, youthful, vibrant and healthy and will be a great example of how much you can get out of life when you’re fresh.”
“The Fresh event concept is taking a unique approach by creating fun, entertaining events, different from other youth focused alternatives.”
Alcohol Education and Rehabilitation Foundation Director Cheryl Bart says: “We will be providing a space for young people to enjoy themselves while raising awareness of problems associated with binge drinking amongst the 18-24 year old age group, which we have identified are considerable.”
“We know from extensive research that there is a large section of the 18 to 24’s market seeking alternative and safe partying options.”
AER and FRESH PARTY foundation partners support the responsible use of alcohol. The first party will be an alcohol free event with future FRESH PARTIES including a mix of alcohol free events as well as those which advocate the responsible service of alcohol.
The proceeds from FRESH PARTY ticket sales will go towards prevention programs for youths building on the Fresh Party concept.
A parallel cause marketing campaign will run through March to May 2007, featuring an online support service for youths who want to explore binge drinking or alcohol issues.
For further information or support around binge drinking see the link below.