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
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