Hello Sunday Morning unveils new spot via Full Sway for alcohol management app ‘Daybreak’
Daybreak is a new app from Hello Sunday Morning that provides people concerned about their alcohol usage with online support from peers, counsellors and health coaches. It is completely anonymous and allows a safe, private environment where people can find support.
Hello Sunday Morning was established in 2009 by Chris Raine, a young nightclub promoter, who decided to live alcohol-free for a year and blogged about his challenges and successes every weekend, signing off with, “Hello, Sunday morning!”. The blog took off quickly, attracting other contributors and growing into one of the largest online communities in the world for people looking to change their relationship with alcohol.
Over time, Hello Sunday Morning’s focus has switched from challenging the culture that fosters unhealthy relationships with alcohol, to providing the practical support for individuals who want to reset that relationship.
Their primary tool is the Daybreak app – an online program that helps people to connect with a supportive community, suggests habit-change experiments, and enables one-on-one chats with health coaches. As of August this year, the Commonwealth Department of Health is subsidising Daybreak, making it free for Australians to download and use.
Hello Sunday Morning has used a generous grant from the NIB Foundation to commission Full Sway, a creative production company based in Sydney, to create a spot showing how Daybreak can provide 24/7 support. Full Sway’s creative team looked for an emotive story that would be relatable for the primary target audience of women in their 40’s, and that would encourage discussion amongst family and friends.
Says Roger Falconer-Flint, head of marketing, HSM: “Full Sway came up with the concept of a woman’s inner dialogue during the urge to drink at the end of a hectic day. This is then mirrored by the dialogue from the online support that she receives through Daybreak community and coaches. A lot of the cues are in the production, rather than the script. So it’s simple, but packs enough information to invite further inquiry.”
Says David Johns, creative director, Full Sway: “The creative process was almost effortless for a subject like this. Many of us have been in situations where alcohol has got the better or us or someone we care about. Our team is very proud of what we have been able to do for such a great movement.”
Creative Director – David Johns
Producer – Olga Kuzovina
Director/DP – Matt Eastwood
Camera Op – Steve Unwin
Gaffer – Rob Levy
Prod Assist – Sarah Munn
Cast – Gretchen Murray, Simon Gill, Jenny Gill, Isobel McAlpine