Icon Agency leads the Australian agency pack at 2021 SABRE Awards with nine nominations

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Icon Agency leads the Australian agency pack at 2021 SABRE Awards with nine nominations

Melbourne-based indie communications firm Icon Agency (Icon) has topped the list of Australian agencies nominated for awards at the prestigious SABRE Awards Asia Pacific 2021 with nine nominations in seven categories.


Icon received two nominations in both the Cause-Related Marketing and Government Agencies categories, demonstrating the agency’s excellence in purpose-driven and government projects.

Icon’s ‘Still Six Lives’ public awareness campaign for Red Nose and Stillbirth Australia, headlined the nominations, with nods for Integrated Marketing, Cause-Related Marketing, Marketing to Women and Government Agencies.

Icon’s highly awarded ‘You Haven’t Been Drinking Alone’ campaign for the Alcohol and Drug Foundation received a further three nominations. The nominations build on a successful awards season for the edgy Iso-drinking awareness campaign, which has previously won gold in the Health & Wellness category of the PRovoke Awards and the Best Health Campaign and Best Thought Leadership categories at PRIA’s 2020 Golden Target Awards.

Icon’s ‘Truly Incredible Care’ campaign for Carers Victoria added to the tally, receiving two nominations in the Cause-Related Marketing and Not-For-Profit Organisations categories.

Icon managing director, Joanne Painter, said the nominations were a reflection of the firm’s integrated, purpose-driven approach: “International recognition through awards like the SABREs is always fantastic. To be nominated nine times and stand as a finalist alongside the powerhouses of Asia-Pacific communications is amazing.

“Achieving success with campaigns for such worthwhile causes as ‘Still Six Lives’ and ‘Truly Incredible Care’ is a strong validation of our core purpose-driven model. We genuinely believe that good PR can help change the world, for the better.”

Icon’s ‘Still Six Lives’ campaign aimed to educate Australians about the key behaviours that can help reduce the risk of stillbirth. The campaign emphasised stillbirth as a national tragedy that is flying under the radar.

Alongside ‘Truly Incredible Care’, it was one of two Icon campaigns to be nominated in the ‘Cause-Related Marketing’ category.

“Purposeful campaigns are a key aspect of our work. We’re proud that our work is not only of a high standard, but also supporting causes that we believe can create a better tomorrow. It’s amazing to have two finalists in that category and we think our success is a testament to the possibilities afforded to purpose-driven organisations. The sky’s the limit.”

‘Still Six Lives’ brought together several elements of Icon’s all-in-one offering, combining creative, PR and web design.

“An integrated services model is a core tenet of our offering at Icon. Campaigns like ‘Still Six Lives’ and ‘You Haven’t Been Drinking Alone’ exemplify this model and the far-reaching success it produces.”