Effies
Australia
One Drink
Agency
303 MullenLowe Perth
Client
Mental Health Commission
Awards
Bronze
Government
Bronze
Best Smaller State Campaign
Summary
True or false: the placenta protects a developing baby from alcohol?
Research says that although many believe it to be true, the reality is quite the opposite.
And it was this tension that ‘One Drink’ put to use. By juxtaposing this long-held belief with a confronting life-sized glass baby, we got men and women alike to reconsider what they knew about alcohol and pregnancy.
And modelling suggests we’ve made a dent in the leading preventable cause of non-genetic, developmental disability in Australia - potentially preventing 11 cases of FASD and saving the Government $24 million as a result.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email hello@adcouncil.org.au for your discount code. All Educational Institutions wishing to access case studies are required to contact awards@adcouncil.org.au
Credits
| John Linton | Author / Head of Planning | |
| Smiljka Dimitrijevic | Author / Planning Director | |
| Richard Berney | Executive Creative Director | |
| Steve Straw | Senior Writer | |
| Steve Lorimer | Senior Art Director | |
| Krista Song | Senior Business Director | |
| Jonathan Julius | Producer | |
| Anthony Webb, Siamese | Director | Siamese |
| Francesca Hope, Siamese | Producer | Siamese |
| Andrew Buckley, Siamese | Lead VFX | Siamese |
| Dave Le May, Siamese | DOP | Siamese |
| Daniel Johnston, Cue Sound | Audio Engineer | Cue Sound |
| Luke Carter Wilton | Photographer | Luke Carter Wilton |
| Lauren De Rozario, Initiative | Investment Partnerships Manager | Initiative |
| Tahnee McCausland, Mental Health Commission | Manager Public Education and Health Programs | Mental Health Commission |
| Kelly Kennington, Mental Health Commission | Assistant Director Prevention Services Division | Mental Health Commission |
| Danica Keric, Cancer Council WA | Alcohol Program Manager | Cancer Council WA |