Queensland Government & Publicis Launch Cyberbullying Campaign

Queensland Government & Publicis Launch Cyberbullying Campaign
SHARE
THIS



The Queensland Government has launched two new campaigns in response to the rising trend of cyberbullying, with one in four teens experiencing its impact.

The work was developed with Publicis Worldwide Australia, following an extensive youth engagement process.

The ‘Stand by Us’ campaign encourages parents not to step in and try to fix the problem, as it can often make the situation worse. Instead, young people want their parents to listen and support them, and work through the issue together.

It was inspired from initial engagements with children and young people, and hearing from them about what they wanted from their parents and other adults that they trust when experiencing cyberbullying.

The second campaign, ‘Swipe it Away’, focuses on empowering youth and encouraging them to take the power back from bullies, and talk to someone they trust for support.

This campaign was developed as a result of CONVO2019, a cyberbullying collaboration event with youth, social media companies, influencers, experts and support services. The event had young people from all over Queensland come together to talk about the heart of the issue and workshop ideas to help stop cyberbullying.

Publicis Worldwide Managing Director Simone Waugh says, “The high-energy event created the right environment for co-creation between youth and our own Publicis creative teams. The ‘Swipe it Away’ and ‘Stand by Us’ campaigns developed were inspired by the conversations on this day”.

Executive Creative Director Ryan Petie says, “The issue of cyberbullying is complex and ever-changing – so I wanted to get closer to the people affected to understand what would really help them. The research and youth engagement processes uncovered deep insights that led directly to the work produced and will make real change”.

The call to action for both campaigns is to visit the Stop Cyberbullying portal www.qld.gov.au/stopcyberbullying which links audiences to expert support services and information and resources. The portal was a recommendation from the Queensland Anti-Cyberbullying Taskforce Report.

Credits

Client: Queensland Government Agency: Publicis Worldwide Australia Executive Creative Director: Ryan Petie Creatives Directors: Tim Harding, David Schaak Creatives: Anais Read, Kirsten Twigg Managing Director / Strategy Lead: Simone Waugh Executive Client Director: Jude Johannesen Project Directors: Anna Viney, Sarah-Jane Ewing Head of Broadcast & Content: Vicki Lee Production Company: Taxi Films Director: Siobhan Mulready Executive Producer: Andrew Wareham Production Co-Producer: Simone Mackie Post Production: Chop Shop Post Editor: Julia Banner Online / VFX: Glenn Cone Sound: Justin Harrison Post Producer: Lucy Markovich Publisher for Standby Me: Sony ATV CONVO2019 Panel: Born Bred Talent Media: MediaCom

Please login with linkedin to comment

Ad campaigns publicis

Latest News

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping
  • Marketing

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping

After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]

Visit Sunshine Coast Hires New Head Of Marketing
  • Marketing

Visit Sunshine Coast Hires New Head Of Marketing

Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
  • Campaigns

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform

GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]

JCDecaux Announces New Partnership With Bush Heritage Australia
  • Media

JCDecaux Announces New Partnership With Bush Heritage Australia

JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR
  • Media

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR

Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]

Business and technology concept.
  • Partner Content

Make Your CX Stand Out From The Competition

It's top tips to ensure your CX stands out from the competition. Then again, you could simply plagiarise their stuff.

Partner Content

by B&T Magazine

B&T Magazine
Why The Future of Work Is Hybrid
  • Opinion

Why The Future of Work Is Hybrid

This expert argues the future of work is hybrid. Which is sad news, as B&T'd preferred it was rhumba or the bossa nova.

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance
  • Advertising
  • Marketing

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance

In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]

UK Based BankiFi Expands To Australia
  • Marketing

UK Based BankiFi Expands To Australia

Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]

5 Gum Announces New Twitch Partnership
  • Media

5 Gum Announces New Twitch Partnership

Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]