Keep It Real Online
Te Tari Taiwhenua
The Department Of Internal Affairs deal with all things relating to internet safety in New Zealand. They were seeing an increasing need for parents to have a chat with their kids about the dangers of the online world. A PSA was required. But for a long time, public service announcements have been needlessly heavy and overwhelming. Ultimately serving to discourage conversation, rather than foster it.
While internet safety is a serious topic, to cut through and succeed where other campaigns had failed we needed to do something differently. So, as not to add to the already heavy weight on parent’s shoulders, we harnessed humour to create Keep it Real Online. A light-hearted campaign that gives parents a nudge to have a frank conversation with their tamariki about the serious dangers of the online world.
6 Million Social Media Engagements
40 Million Organic Views
350k to <1k Decline in searches for explicit content on school networks
350,000 Campaign Website Visits
$3 Zillion Of Earned Media
Keep It Real Online received local and International awards, including multiple Effies and a TVNZ Marketing Award for effectiveness in behaviour change and public sector marketing.