MOVE over Movember, the latest health initiative on the calendar is "Ocsober".

Anti-binge drinking campaigners hope to repeat the incredible success of the Movember movement, in which men raise money for prostate cancer by shunning the shaver during November, and sign-up thousands of men and women to stay sober in October.

The brainchild of Life Education chairman Tony Hasham, Ocsober will attempt to change Australia's drinking culture. Mr Hasham, who co-founded the well-known Variety Bash rally, is shooting for a 20 per cent reduction in the injury, disease and death caused by alcohol by 2020, and has branded the initiative the 4AM forum - Australians Against Alcohol Abuse and Misuse.

He says support from role models such as cricketer Michael Clarke and his fiancee Lara Bingle will help convince children that drunkenness is uncool.

The Australian vice-captain is already a patron of Life Education, which teaches 750,000 children per year about drugs and alcohol by visiting primary schools.

"In Australia getting drunk is a badge of honour, guys use how much they can drink as a measure of their manhood and we need to change that attitude so it's seen as unacceptable to get drunk," Mr Hasham, the only Lebanese-born Australian to be made a member of the Order of Australia, said.

A who's who has already signed on to the 4AM forum, including Reverend Tim Costello, Dick Smith, Ray Martin, Cardinal George Pell and Malcolm Fraser.

From August, individuals and teams can commit to a sober October via www.ocsober.com.au. and seek sponsorship.

Louise Hall