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Ministry of Education: Oat the Goat

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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. 


Download Case Study


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.