Netsafe levels up with Supergood on retro-inspired platform tackling online harm
A new digital platform, Headspace Invaders, has launched to help young people recognise and respond to harmful content online. Designed specifically for 12–16-year-olds, this interactive, classroom-ready resource supports teens in building online resilience, sharpening critical thinking, and gaining the confidence to act early when something feels wrong or manipulative.
Leading the creative execution was Supergood, a digital and creative campaigns agency known for purpose-driven work. Their role spanned the full campaign lifecycle, developing the Headspace Invaders concept, refining the visual identity, producing marketing content, and overseeing media planning and delivery.
The Headspace Invaders platform that gamifies learning around potentially harmful content online.
“Headspace Invaders plays on the iconic arcade game Space Invaders,” says Supergood Art Director Chris Chalmers. “It’s a direct metaphor for how seemingly harmless content like memes can be a gateway to more extreme or harmful content. We worked closely with young people, who were instantly drawn to the neon arcade and ‘80s vaporwave vibe, and that aesthetic shaped everything from campaign visuals to the user experience of the tool itself.”
Says Supergood Creative Director Lauren Hayes: “Balancing serious subject matter with youth appeal was a creative challenge we welcomed. Thanks to insight from young people, Netsafe, Youthline, and Department of Internal Affairs, we’ve developed something engaging, thoughtful, and effective. Young people didn’t just contribute; they drove the creative decisions at every step.”
Netsafe collaborated with students, educators, Youthline, and a range of experts to develop the platform, which delivers vital digital literacy skills through three fast-paced, gamified modules: misinformation and disinformation; identity-Based Harm and online extremism.
The six-week campaign will run exclusively across digital platforms frequented by teens, including TikTok, Snapchat, YouTube, Reddit, and Instagram.
Headspace Invaders is now live and available for schools and young people across Aotearoa New Zealand.
The platform can be found at https://netsafe.org.nz/headspace–invaders
Client: Netsafe
Strategy, Creative, Media planning and buying: Supergood
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