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 –