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
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 commenticon agency
NAB, in partnership with TBWA\Melbourne and Mindshare, has unveiled its latest campaign dubbed “Wrangle Your Money”. The national campaign demonstrates how NAB is supporting and empowering customers to make better financial moves. As part of the “More Than Money” brand platform, the latest work comes at a pivotal time as the country continues to grapple […]
Activation Union is thrilled to announce the appointment of Bree Mankin as Managing Partner. In this pivotal role, Bree will spearhead the agency’s growth initiatives and client strategy, leveraging her extensive experience and innovative approach in delivering exceptional results for her clients. With over two decades of experience in marketing and communications, Bree is a […]
Toyota Australia has launched its highly anticipated new all-electric vehicle, the bZ4X, on Australian shores through a nationwide integrated campaign. Spearheaded by a big spot, the campaign was created by independent creative agency HERO, which sees a typical EV sceptic named Barry behind the wheel of an all-new Toyota bZ4X much to the surprise of […]
Canva has announced its very first podcast: Design Surfaces. Covering all areas of design, from brand campaigns to UX flows, the podcast digs deep into the intricate parts of designers’ brains to unearth valuable insights, unique perspectives, and what makes them tick. The Design specialty at Canva is made up of some of the most […]
SBS is searching for its most daring, unflinchingly fearless and boundary-smashing factual format yet, issuing a call out for impactful ideas for new documentary series unlike anything seen on Australian screens before, with up to $50,000 in development funding on offer. Announced this morning at the Australian International Documentary Conference (AIDC) in Melbourne, SBS is […]
Full-service media agency Resolution has appointed Sarah Truong as head of investment to lead the agency’s investment product. Sarah joins from PHD where she was Group Investment Director for half a decade. With 14 years’ experience in the media industry including seven years at media agency, Carat, Sarah a proven track record for delivering results-driven […]
Brisbane Economic Development Agency (BEDA) has launched a new domestic tourism campaign, Brisbane Favours the Bold, this week, appealing to those who search for the unexpected to discover the new Brisbane. Created in partnership with VML and dentsu Queensland, the campaign aims to redefine perceptions of Queensland’s thriving capital, strengthen awareness of Brisbane’s leisure offering, […]
Are Media, Australia’s leading omnichannel content company for women, today unveiled the keenly anticipated first issue of the new ELLE Australia magazine. The 244-page Bright Young Things issue – featuring actor Sophie Wilde on the cover – clearly stamps ELLE Australia as the fashion bible for smart, stylish Gen Z and millennial women who love […]
The Sydney Roosters are facing a huge amount of fallout over allegations that Spencer Leniu made an on-field racial slur against Broncos player Ezra Mam in yesterday’s Las Vegas season opener. Mam filed an official complaint against Leniu after the Roosters prop allegedly called the Broncos five-eighth a “monkey” on the field. Leniu tried to […]
To celebrate International Women’s Day, The Association for Data-Driven Marketing and Advertising (ADMA), has launched a new initiative to honour and spotlight the dynamic women in the marketing sector across the country. Lead image: ADMA Website This year, as the world embraces the theme #InspireInclusion for International Women’s Day on March 8, ADMA is asking […]
KIA's marketing boss coy on how much all these stars cost. Was even more coy on the bar tab at the end of the shoot...
With the Easter break historically one of the busiest on our roads, Nine.com.au and Drive today launched a month-long campaign to raise awareness of the importance of defensive driver training courses. Too many young drivers are killed or injured on our roads each year. Younger drivers are the most overrepresented group in this tragic statistic, […]
Rolling Stone Australia publisher The Brag Media has today unveiled a stellar list of nominees for the 2024 Shure Rolling Stone Australia Awards, which return to Sydney on Tuesday, March 26, with a star-studded party to celebrate Aussie music. For the first time, the 2024 edition of the awards will take place at Ivy Sydney […]
Free TV has said that today’s announcement by Meta that it will not be renewing any of the deals struck with Australian media companies for use of news content on its platforms should be met with swift action by the government. Meta today revealed it will walk away from funding Aussie journalism once the current content […]