Equipping influential stakeholders with resources to empower them to change online behaviour
1 in 5 young Australians and 1 in 3 adults report having had a negative experience online. As part of the Government’s commitment to making the internet a safer, more secure and more positive experience they invested in a $17 million Keeping Our Children Safe Online package, aimed to raise awareness of the Office of eSafety. They sought to ensure this reached the right audience.
The campaign looked to inform Australians, particularly parents, carers, and educators, about online safety and where to access more information. This included online and educational tools, as well as resources and reporting mechanisms and support services available to victims.
To get word out about these resources, we took a multi-channel approach to engage stakeholders. We reset the media discussion, releasing latest eSafety research on cyberbullying and directly engaged parents via lifestyle publications.
The campaign was amplified via engaging content for eSafety’s social media channels.
- Campaign efforts drove a 25% increase in awareness of the eSafety website (a significant lift from the 18% benchmark).
- Increased prioritisation of online safety of young people amongst parents (44% strongly agreed it was a priority, significantly up from the 37% benchmark).
- Improved outlooks, with those who specifically saw the eSafety campaign were more likely to see online safety as a priority, and understood their role to be proactive in having a conversation.