Rebooting an iconic campaign to improve health outcomes

Glass of wine, shadow resembles cancer, text 'talk to your patients about the link between alcohol and cancer'

This article was originally published in Campaign Brief.

Icon Agency has successfully launched an alcohol and cancer awareness campaign in the ACT for The Foundation for Alcohol Research and Education (FARE).

“Reduce your Risk” was commissioned by FARE and backed by ACT Health. The campaign launch was bolstered by Icon’s fully integrated communications approach, raising awareness of the new alcohol guidelines from NHMRC and ultimately the link between alcohol and cancer.

While the link between alcohol and cancer is well established, less than half (44%) of adults living in the ACT are aware of the health risk.

Using a foundational TVC of Western Australia’s iconic ‘Spread Campaign’, Icon was charged with building an integrated campaign that include revised video assets, new radio, outdoor, social, collateral, GP engagement and media relations.

The Reduce Your Risk campaign aims to decrease the prevalence of alcohol-related cancers in the ACT, by:

– Increasing awareness of the link between alcohol and cancer

– Creating awareness of the new alcohol guidelines

– Encouraging people to speak to their GP about the risks of alcohol-related cancers.

The campaign speaks to two core audiences, Canberrans and GPs, encouraging them to learn more about the guidelines and start a conversation with each other about the link between alcohol and cancer.

The reboot strategy required a sophisticated, integrated mix of government relations, press, paid media, digital platform creation, and design and delivery of creative assets.

Icon successfully secured comment from the ACT Health Minister, landing an exclusive in the Canberra Times, a package on WIN news and coverage in local Canberra news outlets.

With a broad audience of Canberrans aged 22-60, Icon’s paid media community channel strategy was designed to not only reach a fragmented audience, but to cut through with specific targeted messages.

The comprehensive eight-week broadcast media campaign launched on TV, OOH, Radio, VOD and social, along with a few other specialist digital channels like mobile video and digital audio to ensure reach and frequency.

This was supported closely by Hug Media who managed the ATL and VOD buy while all other digital channels are being managed in house at Icon.

Says Hazel Tiernan, Group Account Director, Icon Agency: “It has been a pleasure to work with FARE, who have been committed to amplifying this campaign through multiple channels to ensure the people of Canberra connect with this important message”.

Find out more about the campaign in our case study here, and FARE's website here.