Our work for NWMPHN
Transforming the elephant in the room into conversations that change lives
THE CHALLENGE
How do you help healthcare professionals confront a difficult topic without fear or judgement? How do you break the silence that perpetuates stigma and create a movement that normalises compassion?
ICON’s challenge was to transform discomfort into understanding, and to help doctors, nurses, pharmacists, and administrative staff feel confident in raising and addressing AOD-related issues.
WHAT WE MADE
Drawing on behavioural insights and co-creation with health professionals, ICON developed ‘RAISE IT’, a platform encouraging healthcare practitioners to raise the issue of AOD with care and confidence.
The launch campaign centred on a powerful metaphor inspired by lived experience: “It’s like the elephant in the room.” Through evocative storytelling and striking visuals, elephants (symbols of silence and stigma) transform into birds, representing openness, empathy, and understanding.
Stage one launched with a hero film and supporting creative across digital, social, and print channels, sparking awareness and reflection.
Stage two gave health professionals the mic, sharing raw, honest stories from doctors, nurses, and pharmacists who had seen the impact of AOD firsthand.
WHY IT MATTERED
For many health professionals, conversations about alcohol and other drugs remain taboo: too complex, too confronting, too uncomfortable. Stigma in healthcare settings is one of the biggest barriers preventing people from seeking the help they need.
NWMPHN recognised this and commissioned ICON to help reshape perceptions and behaviours across the healthcare system.
Over six months, ICON conducted a comprehensive research program that included literature reviews, interviews, and workshops with healthcare professionals. This deep exploration uncovered a simple but profound truth: AOD use is not a moral failing, it’s a health issue that can affect anyone.
WHAT WE DELIVERED
Strategy
Creative ideation
Copywriting
Art Direction
Video Playlist
Social
Design
Web design and development
To extend the campaign beyond awareness and provide a practical resource for healthcare professionals, ICON designed and developed the RAISE IT digital hub: https://raiseit.nwmphn.org.au/
The website translated the campaign’s visual identity and behavioural insights into an interactive experience that supports learning, reflection, and action. Designed to align closely with the campaign brand, the platform carries the same symbolic storytelling and visual language - reinforcing the shift from silence to open conversation.
WHO MADE IT
PR & Communications
Account service
Behaviour change experts
Content, creative and web teams