The Queensland government is encouraging both young people and their parents to productively push back against cyberbullying in a series of two new campaigns.
The first campaign, ‘Stand by Us’, targets parents and encourages them not to attempt to ‘fix’ cyberbullying, since it often doesn’t help. And the second, ‘Swipe it Away’, looks to empower young people to confide in someone they trust if they’re part of the quarter of teenagers who experience cyberbullying.
Publicis Worldwide Australia created both campaigns – running across TV, YouTube, social media, and digital – which were inspired by CONVO19, an event with young people, social media companies, influencers, experts, and support services across Queensland.
“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,” explained Publicis Worldwide’s managing director, Simone Waugh.
The campaigns’ call to action is to visit the government’s Stop Cyberbullying portal, which links to expert support services and resources and was one of the Queensland Anti-Cyberbullying Taskforce Report’s recommendations.
“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,” added executive creative director, Ryan Petie.
“The research and youth engagement processes uncovered deep insights that led directly to the work produced and will make real change.”
Client: Queensland GovernmentAgency: Publicis Worldwide AustraliaExecutive Creative Director: Ryan PetieCreatives Directors: Tim Harding, David SchaakCreatives: Anais Read, Kirsten TwiggManaging Director / Strategy Lead: Simone WaughExecutive Client Director: Jude JohannesenProject Directors: Anna Viney, Sarah-Jane EwingHead of Broadcast & Content: Vicki LeeProduction Company: Taxi FilmsDirector: Siobhan MulreadyExecutive Producer: Andrew WarehamProduction Co-Producer: Simone MackiePost Production: Chop ShopPost Editor: Julia BannerOnline / VFX: Glenn ConeSound: Justin HarrisonPost Producer: Lucy MarkovichPublisher for Standby Me: Sony ATVCONVO2019 Panel: Born Bred TalentMedia: MediaCom