The pandemic is no reason for daily drinking

Surely the mental and physical tribulations of an unprecedented global health crisis are reasons enough to reach for a glass of wine each night.

A new campaign called Break the Habit by Australia’s Alcohol and Drug Foundation cautions that it only takes 66 days on average to form a habit—roughly the same amount of time many Australians have spent in lockdown. A case study by the Foundation showed that one woman who was previously only drinking on weekends and social occasions had progressed to drinking daily during the lockdown.

The campaign is targeted at Australians aged 21 to 51 living in metro regions and shows that even small increases to the amount of alcohol one drinks can become more difficult to shift over time. The objective is to encourage people to consider their recent drinking patterns, help them recognise any problem signs and what to do to turn them around.

Ad Nut wishes its human friends strength during a time where alcohol may seem like an easy answer. While Ad Nut has enjoyed a sip or two of hazelnut liqueur on the rocks during this lockdown—especially when sitting down to watch Tom Hanks and Meg Ryan run into each other’s arms—rest assured that everything is consumed in moderation.

CREDITS

Client: Alcohol and Drug Foundation
Head of Marketing and Communications: Cinzia Marrocco
Marketing Manager: Petra Keckeisen
Communications Manager: Kelly Ward
Media Manager: Carmel Green
Digital Marketing specialist: Sakina Saxena
Senior Campaign Coordinator – Rebecca Martinelli

Integration agency: Icon Agency

Strategy and integration lead

Head of Public Relations: Matt Thomas

Media and stakeholder relations

Associate Account Director: Sophia Pellatt
Account Manager: Rebecca Peck
Account Coordinator: Annie McBrearty

Influencer engagement

Account Director: Fiona Miller
Account Executive: Robyn Rigoli

Social Media

Group Account Director: Hazel Tiernan
Creative strategy: Emily Naismith
Junior Account Director: Jo Raine
Senior Designer: Mark Oriondo
Account Executive: Alex Tanner

Creative agency: Campaign Edge
ECD/Writer: Dee Madigan
Art Director: Samantha Harley
Managing Director: Stuart Gillies
Account Director: Ari Margossian
Production Company: Edge Studios
Director: Simon 'Mo' Macrae
Post Production: Cutting Edge
Digital: Paul Judge, Jayden Anderson

Media Agency: Atomic Media
Managing Director: Claire Fenner
General Manager: Rory Heffernan
Strategy Director: Asier Carazo
Head of Client Service: Sarah O'Leary
Planning & Trading Director: Devon Roberts
Performance Director: Taylor Suen
Planning & Trading Manager: Anna Nguyen
Paid Social Media Manager: Elise Pektuzun

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