Talking Policy: RTD taxation versus social marketing outcomes *Josephine Previte and Marie-Louise Fry, The University of Queensland Email: j.previte@uq.edu.au and ml.fry@uq.edu.au Abstract The popularity of alcopop products amongst young drinkers has motivated government to continue supporting price related policy approaches (2009 RTD tax) in an attempt to influence binge drinking behaviours. We maintain this approach is conflict-ridden and reduces the opportunity to build sustainable, stakeholder relationships across society. This paper presents a Leximancer content analysis to reveal the discourse used by dominant stakeholders in the alcohol debate (Health versus Industry). Based on this analysis we call on social marketers to move beyond single-sector approaches when addressing the binge drinking problem. We further direct alcohol policy stakeholders towards multi-sector collaboration, cooperation, and partnership approaches leveraging the resources and capacity of all stakeholders towards finding a viable relevant solution to the youth alcohol problem. Keywords: social marketing; public policy; alcohol; youth Page 1 of 8 ANZMAC 2009