Arrow For List

    Our Work

Alcohol and Drug Foundation

Little Habit

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 –

A 43% Ad recall rate across Australia

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

Over 163,584 website visits

7.4 million people reached on TV

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

Web Design



Design Process

Have a project you want to talk to us about? We'd love to hear from you.




Suite 1, 79 Myrtle St, Sydney NSW 2008

02 9184 0852



90 Victoria St, West End Brisbane QLD 4101

07 3013 6282



Suite 207/430 Little Collins Street Melbourne Vic 3000

03 8687 2159



3/40 Cavenagh St, Darwin City NT 0800

08 8980 5700