Mr Collinge was, from 1991 to 1994, Chairman of the Alcohol Advisory Council of New Zealand (ALAC) until his appointment as High Commissioner. The function of ALAC was to provide objective and independent evidence based advice to the Government on alcohol issues and to engage in various research, educative, administrative and promotional activities relating to alcohol. He was appointed(by Minister Maurice Williamson) from the alcohol industry (resigning those interests upon appointment) with the objective of providing a new direction to the Council following a prior adverse Review of ALAC in 1990 [pages 119-120].
His appointment, again as an agent for change, co-incided with amendments to the Act. Whereas formerly ALAC was charged with responsibility for the ‘evils of alcohol’, it was now required to proceed on the basis that moderate drinking was acceptable and to minimise harm from the misuse of alcohol. Whereas those previously responsible for ALAC had sought to reduce harm by reducing consumption generally across the whole population, the new approach sought to recognise the social role of alcohol in moderation and that harm arisingshould be addressed by targeted interventions to address the cause. Many held entrenched and strongly held views on the oversight of alcohol from both positions [pages 119-120] and, upon his appointment, Mr Collinge was said (by journalist John Goulter inan article ‘Going for Moderation’) to have arrived in the resulting ‘minefield’ [page 120].
(a)‘Going for Moderation’: There was, as directed by the new legislation, a clear and perceptible change in emphasis from the former campaigns to those which positively sought moderation. The ‘no alcohol option’, ‘say when’, ‘what friends are for’, ‘food with drink’, ‘alittle is enough’ and ‘host responsibility’ are examples of the campaigns and promotions by ALAC during his term [see page 128] in furtherance of this objective. Upon assessment, the programmes were found to have a very high public recognition [pages 129,130].
(b)Preventative Interventions:As a further initiative, having regard to the legislative direction to minimise harm from the misuse of alcohol, there was an emphasis during the period upon efforts at the ‘coal face’ of prevention and treatment with a view to the minimisation of harm at the outset. This included the first introductory courses for early intervention by health professionals; a hugely increased investment in the training of health professionals in both health promotion and treatment; the preparation and training of primary care workers; a New Zealand board for registration of treatment centres; and Alcohol and Drugs programmes in 85% of secondary schools [see page 128]. These initiatives continue today.
(c)Balance and Independence:Although ALAC was funded by a levy on the industry based on alcohol sales, Mr Collinge made clear from the outset that ‘those who pay the piper are not thereby entitled to play the tune’ [page 124] and, conversely, that if the message of moderation was compromised by any group then ALAC would say so ‘even if it leads to a degree of unhappiness’ [page 123]. A balance between both constituencies (proper health interests as to harm from the misuse of alcohol on the one hand and the social acceptability of alcohol in moderation on the other) became evident at this time [eg pages 125, 126]. This established the independence of ALAC from both groups of lobbyists.
(d)Implementation of Review: In line with the adverse Review of 1990, ALAC increased its co-operation and joint efforts with other affected bodies [page 125] and with the liquor industry [page 119] towards a more co-ordinated approach to promote moderation and to reduce harm. It oversaw the new Code for TV and radio advertising of alcohol brands [page 126]. Research evidence showed that consumption of alcohol continued to decline during this period [pages 129, 130].
Recognising his contribution, his colleagues on the ALAC Council passed a resolution citing his ‘calibre and immense skills’ of guidance, his ‘significant administrative experience’ and ‘the efficient and cheerful way’ in which his duties as Chairman were discharged, and describing ‘their appreciation of the very valuable contribution’ made by him as Chairman over the past three years to the ‘new path’ [page 131].