DrinkWise and Smartraveller collaborate for Schoolies marketing campaign

As thousands of Australian school-leavers get ready to travel overseas for Schoolies, DrinkWise has teamed up with the Australian Government’s Smartraveller and two families who lost their daughters to methanol poisoning last year. Together, they are launching a new initiative to help young people enjoy Schoolies safely and responsibly.

Rolling out nationally, the campaign provides practical guidance for school-leavers and their parents, offering advice on moderating alcohol consumption, looking after friends, the risks of methanol poisoning, as well as what to do if things go wrong.

New DrinkWise research shows more school-leavers are choosing to drink less alcohol during Schoolies. In fact, 92% of Schoolies in 2023-24 included alcohol-free activities during their trip. Among those who travelled overseas, 32% avoided alcohol completely on their trip, compared to 19% of those who stayed in Australia.

School-leavers attending Schoolies overseas in 2023-2024 were most concerned about risks like scams, drink or needle spiking and getting sick. Only 18% of those attending Schoolies overseas said they were concerned about methanol poisoning, a very real and dangerous risk.

As part of this campaign, parents are being encouraged to talk with their teens before Schoolies. Research shows that while 94% of parents said it was a priority for them that their child understood alcohol risks, only 69% said they discussed it with their child as part of their planning for Schoolies. Just 51% of parents talked about ways to keep in touch during the trip. These conversations can help parents feel more at ease about their child’s safety during Schoolies.

Michelle Jones and Samantha Bowles experienced this tragedy firsthand when their daughters, Bianca Jones and Holly Bowles, died from methanol poisoning while traveling overseas last November. They are lending their voices to the initiative, appearing in educational videos alongside their daughters’ friends to encourage school leavers to stay alert, make safe choices and look out for one another.

The videos, which also feature medical expert Dr Andrew Rochford, are available in schools through SchoolTV and can be found online for parents and school-leavers on the DrinkWise and Smartraveller websites.

DrinkWise and Smartraveller are also rolling out the Drinking? Drink mindfully campaign, which includes targeted social media in and around international airports to provide timely advice to school-leavers before they depart.

On 29 November, a key travel day for Schoolies, DrinkWise and Smartraveller teams will be at international airport terminals in Sydney, Melbourne, and Brisbane to remind school-leavers to make smart choices while celebrating overseas, so everyone can come home safely.

The Schoolies campaign will be officially launched at 9:30am on 18 November at Terminal 2 (International Departure Gates), Melbourne International Airport. The event will include Minister for Foreign Affairs Senator Penny Wong, DrinkWise CEO Simon Strahan, Minister for Education Jason Clare and the families of Bianca Jones and Holly Bowles.

Michelle Jones and Samantha Morton said: “Bianca and Holly were overseas when they were served drinks containing methanol. They couldn’t be saved. What happened was beyond their control but shouldn’t have happened. We urge parents to talk to their children before Schoolies, reminding them to be vigilant, to ask questions, to not assume what they’re drinking is safe and to look after their friends. Nothing will ever bring back Bianca and Holly but if knowing what happened to them can help other kids make safe choices then something can come from our loss.”

DrinkWise Chief Executive Officer Simon Strahan said: “DrinkWise research shows school-leavers are making safer choices at Schoolies, but timely reminders remain critical.

This is why we have joined the Australian Government, and the Jones and Bowles families to develop advice and tips to help keep school-leavers safe, and empower parents to have the pre-Schoolies conversations with their children.

“We are incredibly grateful to the Jones and Bowles families for bravely sharing their story. Their courage continues to help raise awareness of the very real risks young Australians can face overseas and their voice makes this campaign very real for all Australian parents.”

Foreign Minister Penny Wong said: “As we approach one year since the tragic deaths of Bianca Jones and Holly Bowles, we are reminded of the dangers that can confront young people when travelling abroad. “We want every young Australian celebrating Schoolies, whether here at home or overseas, to have the tools to do so safely.”

Minister for Education Jason Clare said: “Schoolies is a time to celebrate the end of school and the hard work it took to get here.

“You’ve earned it but you’ve also got to look out for yourself and your mates. That’s what this campaign is about. Having fun and staying safe.

“We know the sense of freedom at the end of school can sometimes lead to risky choices, especially when alcohol is involved.

“My Department has shared these resources with our State and Territory counterparts. I encourage schools, students and parents to take a look at them.

“We want the end of school to be remembered for the right reasons,” he said.

Assistant Foreign Minister Matt Thistlethwaite said: “We know Schoolies is an exciting time for young Australians, but things can go wrong if you’re not prepared.

“This partnership with DrinkWise demonstrates the Government’s continued work to help protect young Australians travelling overseas and throughout Australia.”

DrinkWise, in partnership with the Australian
Government’s Smartraveller has launched a national Schoolies campaign at Tullamarine Airport in Melbourne. 18 November 2025. Picture: Alex Coppel.