“You Haven’t Been Drinking Alone” Warns New Anti Parental Drinking Campaign
Icon Agency has launched a new campaign for the Alcohol and Drug Foundation, calling upon mums and dads across Australia to leave behind potentially harmful drinking behaviours picked up during the COVID-19 lockdown.
As the restrictions begin to ease, You Haven’t Been Drinking Alone shines a spotlight on how parents’ alcohol consumption has spiked in recent months as they balance changes to their work life, increasing uncertainty and the challenges of home-schooling.
A poll commissioned by the Alcohol and Drug Foundation found that more than one in four (29 per cent) parents increased their alcohol intake during lockdown, with almost one in six (14 per cent) saying they’ve been drinking every day.
Central to the You Haven’t Been Drinking Alone is the premise that while parents may have been drinking in isolation, they haven’t been drinking alone. Since the start of lockdown, some children have seen their parents’ occasional alcoholic drink turn into a daily ritual. Others have played in the background of their parents Zoom calls which can act as virtual pub tables.
“While video catch ups have played an important role in addressing social isolation, a by-product has been bringing the pub into many Australian homes, with kids listening and watching in the background,” said Alcohol and Drug Foundation CEO Dr Erin Lalor AM.
There is a compelling body of evidence highlighting how parental attitudes towards alcohol plays one of the strongest influences on children’s future relationship with alcohol.
This has been brought to life in a confronting campaign video, which sees a group of young friends on a group Zoom call mimicking adult phrases and behaviours witnessed during parents boozy video catch ups. Alcohol dominates the kids’ conversation, with one claiming he’s been “sucking the guts out of a few cold ones”, and another sharing “oh yeah, got myself a slab”.
“Some parents may not realise that their own behaviours and attitudes towards alcohol plays one of the most influential roles in their children’s future behaviour and attitudes towards alcohol,” Dr Lalor said.
“This campaign reinforces the message that parents are one of the most important role models in their children’s lives and provides information to help parents learn how they can role model lower-risk behaviours around alcohol to their children, including encouraging parents to show their kids they don’t always need alcohol to relax, have fun, as a reward or in every social situation,” Dr Lalor added.
You Haven’t Been Drinking Alone is the first collaboration between Icon Agency and the Alcohol and Drug Foundation. According to Icon Agency Creative Director, Ed Bechervaise, the reflective new campaign provides an insight into the behaviour of some Australian parents during lockdown.
“The campaign was designed to highlight to parents that children watch and soak in their behaviour. It encourages parents to think about how their drinking may have changed during lockdown, how it may be impacting their health, and also how it may be inadvertently influencing their children’s behaviours and attitudes towards alcohol.”
To date, the campaign has had an impressive debut, securing a reach of almost 150 million across news and broadcast media, including ABC News Breakfast and news.com.au syndication. In its first four days in market, the campaign video has hit 750,000 views across Youtube, Facebook and Instagram.
Speaking on the campaign launch, Icon Agency Group account director Hazel Tiernan said: “Icon Agency has worked closely with the Alcohol and Drug Foundation to deliver a campaign that encourages parents to reflect on their drinking habits. The video is confronting without finger pointing. It sets up the issue and empowers the viewer to make an informed choice. The campaign messages have been amplified across multiple channels to ensure we reach, engage and influence as many Australian parents as possible with this important behaviour change campaign”.
Client – Alcohol and Drug Foundation
Head of Marketing and Communications: Cinzia Marrocco
Communications Manager: Kelly Ward
Media Manager: Carmel Green
Agency – Icon Agency
Agency Creative Director: Ed Bechervaise
Creative team: Brendon Guthrie & Aaron Tyler
Group Account Director: Hazel Tiernan
Planning Director: Shayne Hare
Account Director: Joanna Raine
Account Coordinator: Alexandra Tanner
Production Partner: RIOT Content
Video Director: Matt Weston
Video Producer: Dave Christison
Brand Strategists:
The Lab – Paul Labagnara & Katie Lucas
Head of PR: Matt Thomas
Associate Account Director: Sophia Pellatt
Account Manager: Rebecca Peck
Account Executive: Robyn Rigoli
Account Coordinator: Annie McBrearty
Data and Reporting Analyst: Tammy Trinh
Please login with linkedin to comment
icon agencyLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.