Latitude Insights conducted research for RMIT University and VicHealth to identify interventions to reduce harmful drinking among Victorians. Through online insight communities with 200 Victorians aged 18-35 and 30+, Latitude Insights was able to segment drinkers, understand behaviors and motivations, determine why past campaigns had limited impact, and identify compelling messaging for each segment. The research provided RMIT with drinking identity segments to inform future communication directions.