APPROVED CONTENT FOR HOSTS & MEDIA
We've spent over a decade painstakingly curating, crafting, and pioneering our trademark user-friendly language and tone ... and learning what works (and, what doesn't!)
Our content kit below provides that critical information. It will also ensure that you accurately represent Sober in the Country while getting the best results for your event, media piece, etc.
Our one simple non-negotiable is that anyone we collaborate or work with takes the time to read through this section and check these details carefully and sends any cross-promotional content (aka stories, tiles, social media posts, podcast intros, etc.) to us via admin@soberinthecountry.org so we can do a quick quality proof and check before any content around us goes live.
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 these guidelines are super important for you and for us:
Talking about booze in the bush can be tricky and sometimes misunderstood. This information is essential for us to work effectively with you if you have booked with us, are hosting Shanna (or one of our ambassadors) as a speaker, are holding a fundraiser, or are collaborating with us in any other way.
Because our work is highly specialised and can be misunderstood by those new to our work, we're non-negotiable about ensuring that all partners, event hosts, and collaborators are crystal clear on what we ask, expect, and provide.
This includes using the correct language, tone, images, and logos when introducing or promoting our charity or speakers. These elements are essential to protect our message and charity's reputation and prevent common misconceptions, such as the idea that we're "preaching prohibition" or insisting on dry events.
To be clear: We have never asked for dry events, nor do we expect them. We fully respect that many of our rural mates enjoy a drink or two safely. (And Shanna herself is perfectly comfortable around those who choose to drink. She simply asks the same respect for her choice in return.)
If you're working with us, chances are you already understand this. But, your audience may not – and that's where things can go astray.
So, to help you create the best possible event, we've created this simple checklist and content guide to ensure your promotions and messaging are on point from the start.
Social media and event text proofs & checks:
Please send all promotional tiles and text to us via admin@soberinthecountry.org, and either Shanna Whan (our CEO) or Felicity "Flip" Nolen, our Operations Manager, will quickly check and review before publishing.
This is non-negotiable for us, not because we want to micro-manage, but because we know better than anyone that this discussion can be tricky and easily misunderstood if the wrong tone or language is used.
We know the common pitfalls and how to help you avoid them.
Tone and language:
When speaking about addiction, in general:
To help us ensure user-friendly conversations and to honour Sober in the Country's brand, please be sure to stick with phrases such as: alcohol misuse, dependence, addiction, or harm.
We ask that you refrain from referring to people as "alcoholics" as this language further stigmatises people by labelling individuals as their disease rather than someone struggling with a disease. So, for example, you can say, "someone living with alcohol addiction".
We also wholeheartedly respect that an individual might self-identify as an "alcoholic", in which case, you simply need to check with them to be sure before using such labels. That way, we can ensure individuals are respected and honoured appropriately.
Promotion timeline for events, collaborations, etc:
When you book us, you agree to promote the event well in advance, ideally several months out, using various platforms, from social media to local noticeboards, community groups, etc., and tag us in your posts. We will do the same.
Feel free to copy, paste, and personalise the following text for your event promotions. Please tag us on social media and use images from our media kit.
Example caption:
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, she's now a powerful advocate for rural Australians and leads a national movement to ensure it's always #OK2SAYNOto booze.
Her talks are funny, raw, insightful, and real, offering something for everyone.
This isn't about prohibition. It's about mateship, choice, and support. We're proud to follow SITC's lead by ensuring everyone is welcome and catered for.
Introduction notes for event MCs if hosting our founder, Shanna Whan:
NOTE: Please be sure to always include AM after Shanna's name—it's a nationally recognised honorific.
Please also ensure your MC or host has the correct pronunciation:
Shanna rhymes with Anna, and Whan rhymes with Swan.
An example BIO is:
Please welcome Shanna Whan AM, CEO and founder of Sober in the Country – a grassroots charity changing and saving 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 a 2025 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.
She's fearlessly pioneered cultural change across the entire outback for a decade now, not by preaching prohibition but by teaching that everyone has a key role to play in social change and inclusion.
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. And (see above) be sure to advertise your drinks well in advance.
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.
Using the right logo for the right occasion:
When promoting a gathering, keynote talk, or workshop, please use the #OK2SAYNO logo.
Why? It's nationally recognised and super user-friendly, and prevents the possible misconception that we're about prohibition or that your event will be dry.
We use our full ''Sober in the Country'' logo on merchandise, for publications and other places. If in doubt, please check with us and we'll guide you.
In summary
- Be sure to check with us before you post.
- Start cross-promotions well in advance of your event.
- Message us at admin@soberinthecountry.org any time
- Don't forget to tag us via Facebook and Instagram.
- Don't forget to share images of events
- Please only use our #OK2SAYNO logo for event promotion.
Images MUST be current
Authenticity, professionalism, and current/up-to-date imagery are core to our brand when representing our founder, Shan, or any of our team, ambassadors, etc. (Their images are to come.) Please don't Google or use images from a decade ago or screenshots from other sites.
Below are current images that are approved and that you can download individually by simply clicking the download icon that appears in the bottom right corner of each photo as you hover over it. 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.
We have also included a pre-cut image with negative white space for adding words or your logos if necessary.
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