Icon Agency takes home two gold and two bronze prizes in PR Week’s prestigious awards

Only one agency in Asia-Pacific equalled Icon’s two gold awards, with no other Australian agencies matching Icon’s four awards.

Icon’s ‘You Haven’t Been Drinking Alone’ campaign for the Alcohol and Drug Foundation headlined Icon’s success, winning gold in the Health & Wellness category and bronze for Public Education and Best Use of Digital.

Icon’s ‘Truly Incredible Care’ campaign for Carers Victoria resulted in a second gold, leading the Cause-Related – Public Awareness category.

Icon’s managing director, Joanne Painter, said the awards are another welcome feather in the agency’s cap: “International recognition from organisations like PR Week is always fantastic. To win two gold medals and be the most awarded Australian agency is truly amazing.

“These awards are not just about the agency. They reflect the relationship we build with our clients, who allow us to create exceptional campaigns and trust us to deliver high quality services.”

The ‘You Haven’t Been Drinking Alone’ campaign aimed to raise awareness that whilst increased alcohol consumption was common during lockdown, it had a potentially damaging effect on children who could learn harmful behaviours and normalise reliance on alcohol as a coping mechanism. The key message of the campaign was simple: “You may have been drinking more in isolation, but you haven’t been drinking alone.”

The campaign brings together several elements of Icon’s all-in-one offering, combining creative, PR and digital innovation.

“‘You Haven’t Been Drinking Alone’ epitomises Icon’s integrated services model. The core of the campaign began as an idea from our creative department, which was then amplified through our PR and digital marketing teams. Winning the ‘Best Use of Digital’ award is a credit to our fantastic digital team and a great example of the integrated method which we are proud to be known for.”

The awards continue a successful run for the “You Haven’t Been Drinking Alone” campaign, which also won gold in the Best Health Campaign and Best Thought Leadership categories at PRIA’s Golden Target Awards.

Adds Painter: “We’re proud of all our work, but ‘You Haven’t Been Drinking Alone’ has certainly been a headlining campaign of our recent portfolio and for it to continue to be recognised by PR Awards Asia is a fantastic achievement.”