Optus | Kids Helpline
The problem
Australian students are living increasingly digital lives. While this leads to many amazing opportunities and advantages, it’s seen a dramatic rise in cyberbullying. To make matters worse, the victims are often afraid to seek help and report the abuse to their parents for fear of having their technology taken away from them.
Working with Optus and their partner Kids Helpline, we recognised the need to equip Australian teachers with the resources they required to teach about and prompt a discussion of cybersafety in the classroom.
Consumer insight
Technology can be used for good as much as harm.
Brand insight
Kids Helpline and Optus are raising awareness and educating Australians on the positive and negative uses of technology.
The powerful truth
Making it possible to switch it off without being disconnected.
The solution
We created the Make Cyberspace a Better Place education pack. The pack included lesson plans for different age groups, animated video case studies and screen savers, whimsically packaged to look like a school textbook. The book opened up to reveal an eraser-looking USB stick containing the digital content. Content was also made available on the Kids Helpline website. The packs were sent to more than 10,000 primary and secondary schools, reaching 3.5 million students. The launch of the pack was supported by national press, digital, outdoor and radio advertising as well as postcards and posters given out at schools. Over 25,000 students, teachers and parents were directed to the Kids Helpline website by campaign materials within a month of going live.