The Barwon Child Youth and Families Communities' That Care Geelong (CTC) campaign, in collaboration with the Geelong Cats, the Alcohol and Drug Foundation, and AFL Barwon, is asking local venues who sell alcohol to consider asking all customers for identification.

The poster initiative which launches across participating venues, clubs, and alcohol outlets this month aims to reduce early alcohol use and the ability of young people under the age of 18 to purchase alcohol.

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Many notable Geelong residents have put their faces to the campaign as a sign of support, including Geelong Cats past and present footballers.

Former Geelong Football Club great, Andrew Bews, who also features on the poster said, “This is a very important initiative and will no doubt have an impact in the community.”