‘You haven’t been drinking alone’: The Alcohol and Drug Foundation sends message to parents about alcohol consumption in isolation
A Zoom party of children has sent a message to parents to leave behind the potentially harmful drinking behaviours they have picked up during the COVID-19 lockdown.
The children featured in the Alcohol and Drug Foundation ad repeat phrases regularly used about the consumption of alcohol, including “sucking the guts out of a few cold ones” and “it’s gotta be 12 o’clock somewhere” whilst drinking non-alcoholic beverages like an orange juice or ‘slab’ of chocolate milk poppers.
A poll commissioned by the Alcohol and Drug Foundation found that 29% of parents had increased their alcohol intake during lockdown and almost one in six said they had been drinking every day.
The ad contains the message that “You may have been drinking more in isolation but you haven’t been drinking alone”.
Alcohol and Drug Foundation CEO, Dr Erin Lalor, wants parents to reflect on the example they are setting their children in lockdown.
“While video catch ups have played an important role in addressing social isolation, a by-product has been bringing the pub into many Australian homes, with kids listening and watching in the background,” Lalor said.
“Some parents may not realise that their own behaviours and attitudes towards alcohol plays one of the most influential roles in their children’s future behaviour and attitudes towards alcohol.”
The campaign, created by Icon Agency, is being shared through mainstream media as part of its public relations strategy.
Icon Agency creative director, Ed Bechervaise, said: “The campaign was designed to highlight to parents that children watch and soak in their behaviour. It encourages parents to think about how their drinking may have changed during lockdown, how it may be impacting their health, and also how it may be inadvertently influencing their children’s behaviours and attitudes towards alcohol.”
Group account director, Hazel Tiernan, added: “The video is confronting without finger pointing. It sets up the issue and empowers the viewer to make an informed choice. The campaign messages have been amplified across multiple channels to ensure we reach, engage and influence as many Australian parents as possible with this important behaviour change campaign.”
Credits
Client – Alcohol and Drug Foundation
Head of Marketing and Communications: Cinzia Marrocco
Communications Manager: Kelly Ward
Media Manager: Carmel Green
Agency – Icon Agency
Agency Creative Director: Ed Bechervaise
Creative team: Brendon Guthrie & Aaron Tyler
Group Account Director: Hazel Tiernan
Planning Director: Shayne Hare
Account Director: Joanna Raine
Account Coordinator: Alexandra Tanner
Production Partner: RIOT Content
Video Director: Matt Weston
Video Producer: Dave Christison
Brand Strategists
The Lab – Paul Labagnara & Katie Lucas
Head of PR: Matt Thomas
Associate Account Director: Sophia Pellatt
Account Manager: Rebecca Peck
Account Executive: Robyn Rigoli
Account Coordinator: Annie McBrearty
Data and Reporting Analyst: Tammy Trinh
