We’ve Got Your Back Online Safety campaign
The brief
The Australian Government introduced new online safety laws in January 2022 to protect Australians from serious online harm and abuse. The first of their kind laws, represented a significant communications challenge, to ensure people who are most at risk of experiencing serious online harm or abuse are aware of the protections available to them, while managing wider community expectations about what the laws would cover.
Working with our Federal Government village colleagues, we provided advice, from developmental research through to production, to facilitate the most effective creative territory for communicating the new laws to First Nations audiences.
Creative approach
Utilising the overarching brand creative ‘We’ve Got Your Back’ developed by TBWA, we introduced two community spokespeople as part of the campaign to feature across the videos and materials.
Proud Yankunyjatjara and Wirangu woman Shelley Ware, and Yolgnu woman Leila Gurruwiwi, featured in video materials to simplify the messaging, build trust and ensure the content was relatable to community.
We developed and designed community resources to work in conjunction with the campaign’s paid advertising, that detail information on the new laws and where to access them for First Nations audiences.
We also developed printed resources for nation-wide community stakeholders, including public libraries and key touch points such as Aboriginal Medical Services and community groups, to enhance accessibility for people who may not have easy access to digital channels.
The impact
The creative was seen as engaging and topical for the community, with online safety seen as a priority issue across generations.
Feedback on the campaign among First Nations stakeholder groups was highly positive, with eNewsletter content exceeding benchmarks in open rates, click-throughs and website traffic.
Campaign evaluation found recognition and recall of the campaign materials to be highest among Aboriginal and Torres Strait Islander audiences, demonstrating the effectiveness of the campaign approach in appealing to the community.
The eSafety website provides ongoing advice and support to protect communities from serious online abuse.
Client feedback
“This is a team of insightful problem-solvers, who are collaborative and have thoroughly understood the objectives and goals throughout our project. 33 Creative are passionate about engaging and communicating effectively with our First Nations communities. They understand the opportunities and the barriers. I wouldn’t hesitate recommending working with them.”