From Water Safety to Drinking Safely – Matt Claridge Heads Up Tomorrow Project
Former Water Safety New Zealand CEO Matt Claridge has turned his attention from reducing New Zealand’s high drowning
toll to changing this country’s drinking culture in his new role as head of the Tomorrow Project.
A social change initiative, The Tomorrow Project aims to create a culture where drinking in moderation is the norm.
Through public education programmes, The Tomorrow Project supports New Zealanders to make smarter choices to keep
themselves safe and sociable when drinking.
Matt Claridge says although research shows the majority of New Zealanders drink moderately, around one in five do not.
“Younger drinkers are over-represented in the hazardous drinking numbers and targeting this group will be a key focus
for me in the coming months.
“Drinking is part of many social interactions in Kiwi culture – from work drinks to beers and BBQs over summer. As we
head into the Christmas season, we want people to be thinking about drinking responsibly.”
Prior to The Tomorrow Project, Mr Claridge spent 12 years at Water Safety New Zealand – the organisation charged with
reducing drownings in New Zealand – where he headed public campaigns that contributed to a reduction in overall drowning
figures and a greater awareness of the importance of keeping safe around the country’s beaches, pools and waterways.
“As with water safety, the focus is on driving cultural change – in this case helping New Zealanders better understand
the drivers and effects of their drinking behaviour, and helping them make better decisions. I’m hugely exciting about
taking on another big and important social issue,” says Mr Claridge.
The Tomorrow Project was founded in 2012 and is committed to helping to create a safe and responsible drinking culture
in New Zealand through evidenced-based, targeted interventions that address the reasons behind problem drinking.
ENDS
The Tomorrow Project is funded by the Brewers Association, Spirits NZ, and New Zealand Winegrowers.