Ad Nut
Jun 11, 2020

When reality about kids' online activity comes knocking

Adult performers, bullied kids, and sexual predators pay visits to surprised parents and caregivers in a smart New Zealand government campaign.

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. 

Click to enlarge

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. 
Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


Campaign Asia

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