APPROVED CONTENT FOR HOSTS & MEDIA
At Sober in the Country, we’ve spent more than a decade painstakingly crafting our message, language, and tone. That's why we have put together a content kit (below) to ensure you accurately represent our charity, Shanna, and our brand style.
We also have a non-negotiable rule in place that anybody we travel to, visit, or collaborate with, must take a moment to check the details in our content kit and send any cross-promotional content to us at admin@soberinthecountry.org to proof and check (aka any stories, tiles, social media posts, podcast intros, etc.).
Please ensure you are using:
Acceptable language around addiction.
Find details below.
The correct short intro for Sober in the Country.
Find the intro below.
The correct way to refer to our charity, we're always “Sober in the Country” not “SITC”.
The correct bio / intro for Shanna (and Sober in the Country) if you have booked Shanna as a speaker / radio guest etc.
Find her bio below.
The correct pronunciation for Shanna’s full name.
Find this below.
Up-to-date logos for Sober in the Country and #OK2SAYNO.
Find a gallery of downloadable logos below.
Up-to-date photos of Shanna.
Find a gallery of downloadable images below.
Event Promotion Guidelines & Checklist
Why are these guidelines non-negotiable for us?
Talking about booze in the bush can be tricky.
Over the past decade of advocacy, we’ve learned that people new to SITC—or unfamiliar with our down-to-earth messaging and highly specialised work—can sometimes make the wrong assumptions.
That’s why the information we’ve gathered here is so, so important. Whether we're collaborating on a project, delivering a workshop, hosting Shanna or one of our ambassadors, or supporting your fundraiser, this guide ensures we all get the best outcome.
Below is our essential information guide regarding our friendly and inclusive language, tone, imagery, and logos. These are our "non-negotiables" and help protect the integrity of our message and our reputation. Most importantly, they ensure that every person in your community feels welcome, whether they drink, don’t drink, or sit somewhere in between!
It is imperative that everyone understands and knows that we don’t ever preach prohibition, and that instead, we teach social inclusion.
As an example: many folks incorrectly assume our founder, Shan, can’t be around alcohol. In fact, she’s totally fine with it, and often speaks at events where drinks are being served. All we ask in these situations is that she (and others who choose less or no booze) are catered for, too, and that this simple choice is respected.
Sending proofs before publishing flyers, promos, etc:
Again, to safeguard our message and tone and ensure you get the very best out of your community gathering, fundraiser, or event, we ask for any promotional tiles and text or podcast intros etc to be sent to us first via admin@soberinthecountry.org
We'll get back to you as soon as possible if any amendments are necessary before social posts go live.
Tone and language
When speaking about addiction (in general)
To help us ensure non-judgemental, warm, and super user-friendly conversations and to honour Sober in the Country's brand (as well as modern basic standards from other leaders in the alcohol and other drugs space,) please always ensure you only use phrases such as: alcohol misuse, dependence, addiction, or harm.
We ask that you refrain from referring to people as addicts, alcoholics, alkies, alco's (etc,) as this language further stigmatises vulnerable people by labelling individuals as their disease rather than someone struggling with a disease.
What's widely accepted as best practice is to say: "someone living with alcohol addiction'' unless otherwise specified by an individual.
Whether we collaborate with you to introduce 'AF' (alcohol-free) drinks to an event or you invite Shan or one of our ambassadors to speak, we have crystal clear expectations around appropriate lead times and promotions to ensure everyone gets the best result.
Here are our expectations, based on experience and what we know works well:
- For events such as a keynote and dinner, we ask that hosts begin to cross-promote and advertise a minimum of several months ahead of the event using various platforms (from social media to local noticeboards, community groups, etc.,) and to ensure you are tagging us so that we can then cross-share from our end and support you to get bums on seats.
- If, for example, you're a bush event host working with us to bring alcohol-free options to your camp draft, rodeo, bar, or conference (yay, if you are!) - you'll need to ensure your guests know well in advance that you're working with us on options for all and what that might look like.
- We've found that rural people are so used to only being offered alcohol or water (or cheap sugary soft drinks for kids) that they don't expect choice.
- We really, really want your bar/event (etc) to succeed in selling any stock you bring in - and that's why we recommend that you promote your tasty, sophisticated alternatives WELL in advance.
- When that happens, there is usually a really wonderful and positive response from drinkers and non-drinkers alike. People are genuinely just so happy to see some choice. (For more information and suggestions, visit our AF page.)
We have templates, up-to-date images, logos, and critical information that we can give you, from our ''approve content page, '' or we are happy to design and create your event flyers for a small donation.
Let's say you have Shanna coming to your community to speak at an event? An example of appropriate words and language and how we'd ask you to 'introduce' such an event is here:
We're excited to welcome Shanna Whan AM, 2022 Australian of the Year (Local Hero), CEO and founder of rural charity Sober in the Country (SITC), as our keynote speaker at [insert event name/details].
A born-and-bred rural Aussie, Shanna is simply one of us. After almost losing her life to alcohol addiction in 2014, she's since dedicated her life to advocating for rural communities and collective change through Sober in the Country's national #OK2SAYNO to booze message and movement.
Her talks are funny, raw, insightful, and honest, offering something for everyone.
If you're not familiar with Sober in the Country, their work has never been about preaching prohibition but rather about teaching the power of collective social inclusion. They're about sustainable rural people, healthier communities, mateship, choice, and support.
We're proud to follow SITC's lead by ensuring everyone is welcome and catered for - and as such, we'll ensure that in addition to beer, wine, and spirits, we'll have tasty, sophisticated healthy AF (alcohol-free) drinks on offer, too.
Introduction notes for event MCs
Important: Always include AM after Shanna's name – it's a nationally recognised honorific. And please ensure correct pronunciation, which is: Shanna to rhyme with Anna, Whan to rhyme with swan.
Feel free to use the following example and introduction for your MC:
Please welcome Shanna Whan AM, CEO and founder of Sober in the Country – a grassroots charity changing lives across rural Australia by championing the message that it's always #OK2SAYNO to booze.
A 2022 Australian of the Year (Local Hero), Marie Claire Advocate of the Year, and recipient of the Order of Australia medal, Shanna is a fierce advocate for rural health, inclusion, and cultural change.
After surviving alcohol addiction herself, she now leads a national movement based on connection, courage, and choice, without judgment.
Is your event offering booze-free drink options?
If your committee, rodeo, pub, club, or community group is partnering with us to include alcohol-free alternatives or raise funds for Sober in the Country, thank you! There's no greater honour for us.
But again, clear messaging is key.
We tread a fine line between respecting the choices of those who can drink safely and enjoy a few beers and championing inclusion for those who choose not to drink or just want to drink less.
We never want to alienate anyone.
Our job is education and advocacy, while making sure everyone feels welcome.
That's why we encourage thoughtful, respectful language and upfront promotion.
If you would like help with your messaging in this situation, please reach out. We will be happy to provide you with examples.
Logo use
Please do not use the full Sober in the Country logo on event promotional materials. Use the #OK2SAYNO logo instead. This helps prevent the possible misconception that we're about prohibition or that your event will be dry.
You can download the logo in full colour or mono, by clicking on the image of the version you would like, then on the download icon in the bottom right corner of each – or if you're on a smartphone, simply do a long press on the photo and choose 'Save to Photos' on an iPhone or "Download image" on an Android phone.
If you have any questions about logo use or our branding assets, please send us a message via our contact form.
In summary
- Be sure to check with us before you post.
- Start cross-promotions well in advance of your event.
- Please reach out to us at admin@soberinthecountry.org if you have questions.
- Don't forget to tag us via Facebook and Instagram.
- We ask that you take a moment to get images and share them with us if you're using our brand around inclusion in catering, so we can acknowledge you.
- Please only use our #OK2SAYNO logo for event promotion.
Up-to-date images of Shanna
We've included a range of up-to-date images of Shanna Whan (AM) for you to use for your promotions whether you're inviting her along as a keynote speaker, onto your podcast, or perhaps as a feature in a magazine.
Please don’t use old images as we believe in authenticity and current imagery as core to our brand. The range includes natural paddock-type images and studio shots in both profile and portrait formats.
You can download photos individually by clicking the download icon that appears in the bottom right corner of each photo as you hover over it – or if you're on a smartphone, simply do a long press on the photo and choose 'Save to Photos' on an iPhone or "Download image" on an Android phone.
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