Social media giant Facebook has unveiled a national campaign to drive awareness of the changes it has made to protect people’s privacy, remove fake accounts from the platform and ensure users have a positive and safe experience.
The campaign, titled ‘Here Together’ is focused on three key areas: privacy, safety and integrity.
Here Together comprises creative assets that will be shared across TV, digital, out of home, and cinema. The campaign also includes a new online resource dedicated to providing a comprehensive list of changes to Facebook.
Will Easton, managing director of Facebook in Australia and New Zealand, said: “We’ve listened to what Australians expect from us, and they expect action.
“It is our responsibility to make sure Facebook is a place where everyone can stay closer with the people they care about, and to make sure it’s a positive force in the world.”
“We hope this campaign will show that we take our responsibility seriously, and are working to improve Facebook for everyone in a way that enables communities to build and flourish.”
Alexandra Sloane, head of marketing at Facebook for Australia and New Zealand, added: “We want to reaffirm our purpose of connecting people and communities across the globe. That is what people came to Facebook for in the first place.
“We won’t stop looking for new and innovative ways to optimise our user experience and working to provide a positive and safe environment for all.”
Mindshare’s Australasian CEO Katie Rigg-Smith, said there was an increasing trend of brands taking a direct and authentic approach when communicating with their customers through creative advertising.
“A mix of channels will be engaged across metro and regional markets to drive impact, reach and engagement including out of home, TV and cinema.” she said.
“The out-of-home campaign is focused on eye-level, longer dwell time formats across street furniture and transit to deliver more detailed information on how Facebook is changing.
“Cinema will be used to celebrate the 60-second creative in a highly engaged environment.”