Animated Campaign Raises Awareness for Dry July
Dry July
As one of our first collaborations for our pioneering startup agency, we successfully worked with telehealth company, Clean Slate Clinic on an innovative campaign to encourage social drinkers to abstain from alcohol during Australia's 'Dry July'. This month-long initiative aimed to raise awareness and funding for those affected by cancer.
Concept & Ideation
The "Cold Turkey Takes a Break" campaign featured a hand-drawn animated Cold Turkey character who humorously represented a larrikin ‘Aussie’ character (in turkey form) embarking on a sober journey for the month of July. Wrapped in scarves, beanies, and sipping a cuppa, Cold Turkey was designed to be a relatable and engaging hero to Australian audiences.
The character appeared on t-shirts and across social media platforms in the form of stories and reels, infusing a humorous element into the campaign.
Five unique turkey animations were released, starting in June (when Turkey woke up with a hangover and decided to kick the habit) and continuing throughout July. The animations saw turkey become more productive and healthier as the month went on, keeping the audience entertained and motivated, effectively increasing engagement and awareness for the Clean Slate brand.
Success and Impact
The campaign achieved notable success:
Increased Social Media Followers: Clean Slate Clinic's Facebook and Instagram accounts saw a significant increase in followers, achieving the highest engagement levels in a year.
Broader Audience Engagement: The campaign addressed the issue of substance abuse in a humorous and quirky manner, drawing the attention of a broader audience who may not have been familiar with Clean Slate Clinic’s mission, thus increasing overall brand awareness and website traffic for Clean Slate.
Supporting Content: The campaign was accompanied by a podcast and an article about one of the 'team' of Cold Turkey 'Dry July-ers'named Louise. Written in a relatable manner, the article had excellent engagement and was further amplified by influencer shares (Zac Whitee).
Producer Sophie Mathewson, designer Linh Tong, and animator Vu Mai - together achieved a successful campaign within a low budget (5.5k AUD). By leveraging the popularity of hero characters and engaging storytelling, the campaign not only entertained the audience but also significantly raised awareness for Clean Slate Clinic's mission during 'Dry July'.