“I Can Do It” – Co-Design to Overcome Ice Addiction in Jail takes out top awards at CommsCon
- Samara Kitchener
- Mar 26
- 2 min read
Our campaign with Justice Health NSW and NSW Health won two top awards at the CommsCon Awards last night!
The “I Can Do It” – Co-Design to Overcome Ice Addiction in Jail campaign won:
Best Non-Traditional Campaign of the Year
Best Government Campaign of the Year
Notably, it was the only campaign to win across multiple categories.
The ‘Non-Traditional Campaign of the Year’ category recognises communications thinking applied to behaviour change, customer experience and innovation, making this a particularly meaningful win for the work.
Our patient-centric, ecosystem-driven approach broke norms by elevating prisoners to creative partners and influencers.
The hardest part wasn’t working in maximum security environments or engaging people with complex life experiences. It was developing clinically accurate content that could genuinely connect with people with low literacy and a deep distrust of authority.
This outcome reflects the commitment of our working group with NSW Health and Justice Health to keep patient voices central, while carefully balancing clinical integrity with accessibility in unconventional ways.
Judges commented on “just how clever and compelling the campaign was, being designed with intention, collaboration and continuous improvement. They tackled a difficult challenge and audience, reframing influence and word of mouth. It puts it head and shoulders above the rest.”
The “I Can Do It” campaign also won Best Health Campaign and Best Government Campaign at the 2025 CPRA Golden Target Awards.
We wish a huge congratulations to all of the 2026 Mumbrella CommsCon Awards nominees and winners.
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