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 Government
Agency: Publicis Worldwide Australia
Executive Creative Director: Ryan Petie
Creatives Directors: Tim Harding, David Schaak
Creatives: Anais Reed, 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