Case Study: Foundation for Alcohol Research and Education reduces alcohol-cancer risk awareness gaps with Icon Agency

Foundation for Alcohol Research and Education boosts awareness with Icon Agency and reaches 80% of Canberra GP clinics

The Foundation for Alcohol Research and Education (FARE) faced a challenge raising public awareness in the ACT about the established link between alcohol consumption and cancer, as less than half of adults were aware of the health risk. Icon Agency was engaged to develop a behavior change and PR communications campaign to promote new health guidelines and encourage conversations with GPs.

Icon Agency rebooted an existing campaign with a new positive message, "Reduce your risk," creating an integrated solution that included revised video, radio, social media, and collateral. The campaign successfully reached a broad audience, achieving over 1.5 million ad impressions, 561,600 video completions, and engagement with 80% of GP clinics in Canberra. Icon Agency's efforts also secured significant media coverage, effectively spreading awareness of the health risks associated with alcohol.

Foundation for Alcohol Research and Education (fare)