VMLY&R Brisbane has created a powerful new campaign for the Queensland Family & Child Commission (QFFC), aimed at addressing the dark side of online conversations, how perpetrators exploit technology to commit their crimes – and how young people are at risk.
Comprising a series of short and long form videos using the analogy of a bear and mousetrap, the ‘Online Grooming’ campaign targets both young people, peers and parents.
It portrays an online chat to show the ‘traps’ used by predators to draw in their victims and is based on real transcripts from Task Force Argos, the branch of Queensland’s Police responsible for investigating online child exploitation and abuse.
Watch the two TVC’s ‘Mouse Trap’ and ‘Bear Trap’ below:
A poster to be displayed in schools has also been produced showing the ‘traps’ and ‘hacks’ of online conversations, and to drive people to a special website for more information.
VMLY&R Brisbane MD Adam Kennedy said because online grooming was a crime that often flourishes in the dark, the campaign needed “to bring the topic out into the open”.
He said: “Kids have a blind trust and unquestioning curiosity when it comes to their online behaviour.
“They don’t see that oversharing online is not safe for them and are falling into the traps of online predators.”
To develop the campaign, VMLY&R worked closely with a QFCC Committee, and Queensland Police Task Force Argus to establish the storyline.
They also worked in conjunction with a team of young people 13 to 16 years old providing guidance and insights to ensure the campaign was genuine, credible and believable.
The Online Grooming campaign goes to market from 4 November through a range of different social channels.
Guido Pecego – Associate Creative Director
Chelsea Parks – Associate Creative Director
Jim McKeown – Creative Group Head
Phil Vale – Art Director
Josh Bartlett – Film Director
Griff Englander – Editor
Katie May Hollett – Producer
John Shard – Retouching
Tash Kent – Account Manager
Adam Kennedy – Managing Director
Fiona Caird General Manager
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]