Staff from the McCusker Centre for Action on Alcohol and Youth worked with a group of young men aged 18 to 25 who live and socialise in Mandurah to develop the message and slogan.
The Hit the Gym not Jim message encourages young men to channel their energy in a positive way.
The play on words ‘gym’ and ‘Jim’ is a light-hearted way to get people thinking about the serious effects of alcohol related violence ” Jim could be a friend, a taxi driver or the shop keeper who has to clean up the morning after an incident.
The City of Mandurah received grant funding from the Public Health Advocacy Institute of WA to develop and deliver the project with the Mandurah Liquor Accord.
Agencies such as the WA Police, Department of Racing, Gaming and Liquor, Peel Health Campus, the City of Mandurah and Mandurah Taxis are also members of the Accord and supporting the campaign.
Promotional materials such as key rings, stubby holders and branded bottles of water will be available at venues to enforce this message over the launch weekend.