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
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.
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.
Bullies love an audience and apathetic bystanders had unwittingly become a compliant audience to a bullies power play.
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.