As a family member or friend of someone who is being harmed by alcohol or other drugs, taking the ‘right’ supportive action can be loaded with challenges and obstacles.
Path2Help is a one-of-its-kind, needs-oriented solution to help people find support and information to help them help loved ones affected by alcohol or other drugs. Icon Agency was engaged by The Alcohol and Drug Foundation (ADF) to help launch this innovative tool with an engaging integrated campaign.
It was important for the creative concept to acknowledge how difficult it can be to seek help and the shame and embarrassment associated with the behaviour, presenting Path2Help as a simple and easy way to access helpful resources. Two creative concepts were tested among the target audience including parents, family members, friends and AOD workers. The winning concept, Somewhere To Turn To, spoke to the feeling of being lost with what to do and how to help.
In typical COVID fashion, restrictions were imposed in Melbourne just two weeks out from the shoot date. The crew rescoped and replanned for a regional VIC shoot before needing to pivot a second time due to restrictions being extended into regional VIC. The shoot finally took place remotely in Tasmania with a local crew – albeit with further challenges around weather and livestream connection in remote Tasmania.