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'.


Related Articles

Just Published

1 day ago

Dentsu organic revenue declines 2.4% in 'encouraging...

Organic revenue fell 0.9% in Japan and 3.5% internationally in the first quarter, but overall underlying profit grew 20.8% as margins improved.

1 day ago

Singed by antitrust fine, Alibaba posts first ...

The tech giant posted an operating loss of RMB 7.6 billion ($1.1 billion) due to a RMB 18.2 billion ($2.78 billion) fine levied by China’s market regulator.

1 day ago

Thai mom-and-pop shops get a free geo-targeted boost

With help from Dutchmill Group and Wunderman Thompson, more than 200 micro retailers are starring in their very own ads and enjoying higher revenue. This delightful initiative has made Ad Nut's week.

1 day ago

Campaign Crash Course: Tips for marketers to tap ...

As marketers look for more effective ways to target consumers, gaming is rapidly emerging as a great way to catch their attention. Here's how marketers can tap this opportunity.