This nationwide campaign spotlights AFP‘s newly developed ClickFit and aims to help people build better cyber safety habits via Paper Moose.
With cybercrime rates rising and less than one in five scams being reported, the AFP-led Joint Policing Cybercrime Coordination Centre (JPC3) developed ClickFit, in collaboration with Paper Moose, to make safer online habits second nature. Supported by every state and territory police force, the campaign hopes to encourage everyone to stop and think before they click.
ClickFit takes an often finger-waggy messaging space and flips it, with concerned “NetCop Gary” helping out Australians alongside his partner, “Agent Index”: a finger in its own miniature police uniform.
The educational series across socials sees the duo bursting into fast-paced scenes to address the most frequent threats faced by everyday Australians, young and old.
“We know humour can cut through and stick in ways that more alarming messaging can’t. We’re thrilled the AFP were so click happy on this idea,” Paper Moose’s ECD Nick Hunter.
“I vetted this article for dodgy links and it’s fine. Good to go. It’s a great campaign by the way,” Agent Index said.
The indie agency employed its proprietary AI marketing science tool – Moose Review – to boost confidence early on in the process.
The work is now live across social, digital, and the AFP’s owned channels.
Credits:
Client: AFP
Agency: Paper Moose
Executive Creative Director: Nick Hunter
Senior Art Director: Claire Sutton
Senior Copywriter: Jazz Twemlow
Design Lead: Kenn Huang
Designer: Jacqui Seeto
Account Director: Brigitte Harbrow
Producer: Hannah Day
Production Coordinator: Olivia Jeavons
Director: Josh Logue
Director of Photography: Mike Roberts
Stills Photography: Simon Kelly
Stylist: Jo Ayling
Model Maker: Chris Muller
Makeup: Amanda Rieck
Editor: Oliver Trauth-Goik
