The Australian Government is launching a major communications campaign aimed at educating young Australians about the risks of alcohol consumption while travelling overseas, particularly the dangers of drink spiking and methanol poisoning.
The initiative follows the tragic deaths of best friends Bianca Jones and Holly Bowles in Laos last year after consuming tainted alcohol. The campaign will be led by Smartraveller and marks a significant increase in youth-targeted safety messaging across digital platforms and travel touchpoints.
Digital-first strategy to reach school leavers and students
Rolling out from next month, the campaign is designed to reach school leavers, university students, and their families during peak travel periods and holidays. Messaging will be delivered through social media, digital audio, SMS, and placements at international airports. A new online safety hub on the Smartraveller website will launch by June 2025, offering resources tailored to students, parents and educators.
Ahead of schoolies season, a dedicated advertising push will run across multiple youth platforms. The government will also work with airlines, travel providers, schools, and youth-focused organisations such as Red Frogs and the Nicole Fitzsimmons Foundation to broaden the reach of these safety messages.
Assistant Minister for Foreign Affairs Tim Watts said the strategy is about meeting young people where they are, on the platforms they use most.
“Alcohol consumption can result in tragedy in Australia but there are additional and different risks overseas,” he said.
“The Government’s increased messaging and targeted advice to young travellers and their parents through social media will help raise awareness of the serious and varied risks from alcohol consumption overseas.”
Tragedy prompts push for awareness and prevention
The campaign’s media strategy includes direct engagement with youth media and influencer partnerships to amplify safety messages, focusing on specific destinations known for higher risk.
Minister for Foreign Affairs Penny Wong acknowledged the families of Bianca and Holly and the lasting impact of their loss.
“We want our children to be curious and explore the world,but above all else, we want them to be safe,” she said.
“These efforts will help young Australians protect themselves from methanol poisoning, drink spiking and other alcohol-related harms.”
The Australian Government continues to press Lao authorities for progress on the investigation into the deaths of Bianca and Holly and has reiterated its call for thorough and transparent findings.
For the latest safety updates, Australians travelling overseas are encouraged to visit Smartraveller.gov.au.