National attention reached
Over 590,000 tuned in
Active TV engagement
Over 41,000 people actively engaged with their remote
Ministry of Education site
Traffic up 240%
New users up 257%
How do you engage NZ to take action against bullying? You let the bystanders influence the outcome.
Ministry of Education, FCB, Blacksand, TVNZ
Challenge:
NZ has the second worst rate of bullying in the OECD for 5-9 year olds. The Ministry of Education wanted to improve understanding of bullying, but previous campaigns to empower victims had failed. Attention is like oxygen for bullies.
Brief:
Motivate parents, whanau and communities to engage their children with Oat the Goat and give them the confidence and the language to take action against bullying.
Insight:
Bullies love an audience and apathetic bystanders had unwittingly become a compliant audience to a bullies power play.
Strategy:
Command national attention and cut-through by using one of the most powerful and trusted storytelling platforms to influence NZ at bed-time and beyond. Give power to the bystanders and educate them how to intervene.
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