Parents play a key role in preventing and reducing alcohol related risks in adolescents.Literature demonstrates a strong link between parenting specific behaviours and ado-lescent alcohol attitudes, expectations and drinking behaviours (Mynttinen et al. 2017;Yap et al. 2017). Parent alcohol programs which aim to influence specific parenting be-haviours are an important strategy in reducing risks associated with underage drinking(Kuntsche and Kuntsche 2016). Examination of the evidence base indicates alcohol pro-grams targeting parents have previously demonstrated mixed effects (Adolfsen et al.2017; Brown et al. 2014). In addition, alcohol related programs have been found to belargely expert-driven, taking a top-down approach in which the target audience providelittle, if any, contribution to program design (Dietrich et al. 2016a). With its consumerorientated philosophy to program design (Andreasen 2002) social marketing may offeran innovative approach that can be implemented to design and deliver an engagingand effective parent program.