This smart campaign, titled 'Keep it real online', makes online threats to the wellbeing of kids seem more real—by having those threats show up at the front door. The campaign comes from the NZ Department of Internal Affairs, Netsafe, the Office of Film and Literature Classification and the Ministry of Education, via creative agency Motion Sickness.
The six-week campaign includes TV, OOH, print, social media and digital.
Ad Nut likes how:
- The work smoothly uses humour without making light of these serious topics. Not an easy trick to pull off.
- The films remain easy to parse while packing in quite a lot of important points for attentive listeners. For example, the adult performers mention that in their films, they never even bother to discuss the critical real-world issue of consent.
- The parents/guardians in the films, when presented with some fairly horrifying news, keep their cool rather than losing their shit on their kids. That's good behaviour to model. Ad Nut hopes real adults will make use of the campaign's website, which provides lots of info on how to have constructive conversations about these dangers, without shaming.
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