According to research by the National Drug Research Institute, on average, alcohol causes nearly 6000 Australian deaths in a year, one every 90 minutes. This is the true effect of heavy drinking, however advertising tactics convince audiences otherwise. Campaigns often promote drinking as a healthy social activity in Australian society, and an attribute of a true blue Aussie. The common belief is that drinking often is the way Australians live, thinking “just a few wont hurt”. Many Australians are not aware of the long-term effects alcohol has on their physical and mental health, brushing it under the rug much how advertisers choose to gloss over the harsh reality of the products they sell. Majority of alcohol-related deaths are the result of long-term health complications such as liver failure, cancer, and heart disease. Australians must be aware that each drink furthers their risk, and consider the effects their actions will have on their body in the long term.