CHALLENGE

When new national alcohol consumption guidelines were introduced, the challenge was to communicate them in a way that informed Australians without creating fear, shame, or judgement. The goal was to increase understanding of standard drinks and encourage people to reflect on their own alcohol consumption.

RESPONSE

We partnered with the Alcohol and Drug Foundation to create a playful, engaging campaign that challenged Australians to guess the guidelines for themselves. Using a bright, approachable animation style, the campaign translated complex health advice into simple, relatable visuals. Delivered across TV, digital, social, and outdoor media, the assets built on the client’s existing brand identity while making the message accessible to all Australians.

OUTCOMES

The campaign successfully increased awareness and engagement, with 5 in 6 Australians able to identify what a standard drink is, and 3 in 4 reporting that they were now considering reducing their alcohol intake. Beyond the numbers, it positioned the Alcohol and Drug Foundation as a trusted, approachable source of health guidance and sparked meaningful conversations about responsible drinking across the community.