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    Case Study

“Little Habit”

CLIENT: Alcohol and Drug Foundation

The Alcohol and Drug Foundation (ADF) wanted to remind people to be careful about increasing their alcohol intake during and just after the COVID lockdowns

We used the connection between the amount of time people spent during lockdown with the amount of time it takes people to develop a habit as the strategic insight behind the campaign.  We then developed a campaign that centred around an animated creature representing ‘the habit’ – because we know that  focusing on the habit rather than demonising the person is the most effective way to change behaviour.  

The campaign, funded by the Federal Government, included TVCs, digital video, social media content, display, and the website.

Little Habit Primary TVC

Little Habit Secondary TVC

We developed an integrated national TV, radio and digital campaign resulting in –

RESULT

A 43% Ad recall rate across Australia

RESULT

80% of viewers reporting the ad to be believable, and 52% feeling motivated to take action

RESULT

Over 163,584 website visits

RESULT

7.4 million people reached on TV

RESULT

4.5 million people reached through digital, with 7.1 million completed views

Web Design

Social

Posters

Design Process

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Name

Sydney

Sydney

Suite 1, 79 Myrtle St, Sydney NSW 2008

02 9184 0852

Brisbane

Brisbane

25 Kurilpa St, West End, Brisbane, QLD, 4101

02 9184 0852

Melbourne

Melbourne

Suite 207, 430 Little Collins St Melbourne 3000

03 8687 2159