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 these guidelines matter
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 audiencemay 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
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 misunderstood. 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
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
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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