You Haven’t Been Drinking Alone
MULTI-AWARD-WINNING CAMPAIGN TO DRIVE DOWN ALCOHOL CONSUMPTION DURING THE PANDEMIC
THE CHALLENGE
COVID-19 was difficult for everybody. The world around us fundamentally changed, introducing new stresses into our lives which many of us struggled to navigate. Amongst the worst ways Australians reacted to these changes was the major uptake of alcohol consumption, with as many as 30% of Australians admitting to drinking alcohol daily (up from 6% in 2018).
WHAT WE MADE
Cautionary advertisements meant to discourage drinking are often met with disdain, coming across as either controlling or demeaning. Our messaging needed to be clear and considered, focussed on helping people make their own decisions, for themselves and their families.
The actions of parents often inform those of their children as they grow up, and seeing their parents drinking near-daily is likely to encourage a negative relationship with alcohol.
In light of this, “You Haven’t Been Drinking Alone” was developed to remind parents of how alcohol affects more than their own health.
The video is humorous but conveys a serious message: that how we act at home is having a direct impact on how our kids view alcohol.
WHY IT MATTERED
This creative execution was supported by highly visible PR and media engagement, pushing the video and story out to a number of major outlets and achieving over 800 campaign mentions and a maximum PR reach of 125M in just 3 weeks across Tier one print, broadcast and trade media.
WHO MADE IT
Dedicated client service team
Creatives and designers
Production
PR.
RECOGNITION
SABRE AWARDS
Winner - Government Agencies
Finalist - Public Education
Finalist - Geographic/Australia and NZ
MUMBRELLA COMMSCON AWARDS
Highly Commended - Best Government-Sponsored Campaign
PR ASIA AWARDS
Winner/Gold - Health and Wellness
Winner/Gold - Cause-Related Public Awareness
Bronze - Best Use of Digital
Bronze - Public Education
PRIA GOLDEN TARGET AWARDS
Gold - Best Health Campaign
Gold - Thought Leadership
THE GOLD STANDARD AWARDS
Winner - Thought Leadership
Finalist - Best Health Campaign.