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
Results
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
Social
Posters
Design Process
