Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2021 Contenders…
Te Tari Taiwhenua | Department of Internal Affairs: Keep It Real Online
Home to gyrating porn stars, overage groomers, nasty bullies and an ever-expanding universe of inappropriate content, the world wide web is a wild place for young people, and just one click away from becoming a parent’s worst nightmare.
In New Zealand, the average age for seeing porn online for the first time is just 13 years old, skewing a generation’s perceptions of sex, while nearly 40% of Kiwi youth (aged between 9 and 17) have spoken to strangers online. Furthermore, studies show parents only spend 46 minutes on average speaking to their child about online issues, and this only happens after the child had experienced some form of harm online.
This modern-day issue required a modern-day solution – cue Keep It Real Online; a wide-ranging, integrated campaign that uses the power of humour to start serious conversations about the dangers of the online word.
Whether it was the scantily-clad porn stars Sue & Derek, Albie (the dabbing groomer), a bunny-shooting hunter or a baby-faced online bully, Keep It Real Online demonstrated how easy it is for parents to deal with these insidious virtual dangers IRL.
Netsafe: Your News Bulletin
In 2020, 50% of Kiwis admitted to falling for fake news, while almost a third of the population said they had shared it by mistake.
With the NZ Election and two divisive referendums marked in the 2020 calendar, as well as rampant sharing of COVID-19 misinformation during lockdowns, Netsafe realised the country was in dire need of a nationwide fact-check.
Research by MIT and Twitter revealed fake news disseminates faster than ‘real’ news – five times faster to be exact.
Introducing Your News Bulletin, New Zealand’s first fake news network, ‘where any news, is good news’ using the power of fake news to fight fake news.
From fake broadcasts on TV, fake radio spots, #BREAKING click-bait articles on social media to a full page advert in the New Zealand Herald that replicated a legitimate news article (complete with fake adverts for miracle weight-loss jet planes), we used every news medium to our advantage – meaning wherever there was news, so was Your News Bulletin.
To emphasise the importance of seeking out real news from credible sources and to help the nation identify common characteristics of misinformation.
Te Tari Taiwhenua | Department of Internal Affairs: The Eggplant
As if navigating the raging hormones of teenage-hood wasn’t already tough enough, the internet has exposed young people to more issues than ever before.
40% of young Kiwis have online interactions with people they’ve never met in real life. One in five Kiwis are bullied online every year and many young people are learning about sex from pornography, warping their perceptions of intimacy and relationships.
Following the classic ‘whodunnit’ format, The Eggplant is a New Zealand-teen-drama-crime-comedy series lead by crime buff Principal Morris as she sniffs out the culprit that planted a mysterious papier-mâché aubergine statue on her school’s rugby field – only a week out from the grudge match with the rival school. Identifying four suspects, each interrogation reveals a lot more than expected, exploring the problems that Kiwi teens face on a daily basis.
Te Whānau O Waipareira: Proud To Be Māori
Te Whānau O Waipareira work alongside urban Māori to create positive life outcomes. Part of this is removing the whakamā (shame) of needing help. ‘Proud To Be Maori’ is an integrated campaign that addresses the hardships Māori face and continue to endure today then flips the narrative to show how asking for support is not a sign of weakness, but rather the essence of collective strength and solidarity. Within a landscape of systemic racism and oppression the campaign was designed to empower the urban Māori community Waipareira serve and advocate for.
The final entry deadline for Campaign Brief’s The Work 2021 is Monday May 17. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency has entered The Work and would like to showcase your best work in our Contenders series email firstname.lastname@example.org.