The Icon team were delighted to take home two Gold awards at last week's Golden Targets!
Our 'You Haven't Been Drinking Alone' campaign for the Alcohol and Drug Foundation picked up best thought leadership and best health campaign, after shining a spotlight on drinking habits during COVID.
The Golden Target Awards are the Australian PR industry’s longest-running and most prestigious awards, run by the Public Relations Institute of Australia (PRIA). Icon has won many Golden Targets in the past, but this was our strongest year, taking home gold in two different categories.
The centrepiece of ‘You Haven’t Been Drinking Alone’ was a video featuring a Zoom party of children, mimicking the phrases they’ve seen and heard their parents say during iso-hangs, including “sucking the guts out of a few cold ones” and “it’s gotta be 12 o’clock somewhere”, while drinking non-alcoholic beverages like an orange juice or a ‘slab’ of chocolate milk poppers.
Our campaign message was simple: “You may have been drinking more in isolation, but you haven’t been drinking alone.”
Having been set a target reach of 30 million, the campaign blew expectations out of the water, generating coverage with a reach in excess of 150 million, including 41 top tier hits, with the story featuring on ABC News, the Sydney Morning Herald and 7News, among others.
Icon is proud to have worked with the Alcohol and Drug Foundation to share this important message – recognising it’s been a tough year for everyone, but that alcohol is not an effective coping mechanism.