ANPHA

Government / Federal Government

Events / Online / Digital / VideoCommunication Strategy / Public relation/ Digital strategy / Digital Creative Campaign Development and Implementation  / Stakeholder Engagement 

The Australian National Preventive Health Agency, now part of the Department of Health, aims to provide national capacity to drive preventive health policy and programs.
To build on the first phase of the National Binge Drinking Strategy, 'Don't turn a night out into a nightmare', and to reiterate the key messages encouraging young people (16-24 year-old Australians) to think about the choices they make when drinking alcohol.
We needed to engage young people and their parents to change attitudes and ultimately work toward a new culture where responsible drinking is the 'norm'.
SOLUTION
Horizon developed a two-year, multi-platform strategy for the Australian National Preventive Health Agency which is now part of the Department of Health. The strategy was designed to connect with the target audience using colloquial and casual language in social situations.
A series of events, competitions and activations were supported by a comprehensive media relations campaign to contextualise the messages to secondary audiences. By designing and deploying a customised inflatable chill out zone at major music festivals, Horizon created a place where young people could escape the heat and noise, and refresh themselves whilst engaging with campaign messages.
Another key strategy was the development of a world-first downhill skate competition. Taking place in Newcastle, Sydney, St Kilda and Brisbane, this event drew competitors from around Australia and overseas. The event was live streamed via the internet with viewer numbers exceeding 240,000.
The Be Project, a crowd sourcing competition showcasing the talent of young Australians saw over 145 entries to a purpose built microsite. Entrants submitted a song they had composed or a video of themselves participating in action sports with the chance of winning a recording session at Mushroom Music or Mac computers to further their creative passion.
OUTCOME
Educating and engaging young Australians about their drinking habits and the associated negative effects is a long-term project. This initial two-year campaign proved highly successful in engaging a high proportion of the target audience (and secondary influencers) in a conversation that will see long term behaviour change.

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Horizon Communication Group is a privately owned and operated, award winning independent communication agency. We are strategy experts in public relations, crisis
communications and issues management. Based in Sydney, we have long term affiliates in every state and territory in Australia.

Horizon Communication Group acknowledges Aboriginal and Torres Strait Islander peoples as the traditional custodians of our land - Australia. We acknowledge the Gadigal of the Eora Nation as the traditional custodians of this place we now call Sydney.

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