The Australia Communications and Media Authority has launched an out of home campaign – a first for the government body – as it looks to raise awareness about digital reputation, sexting, geolocation and cyberbullying among teenagers in Sydney. The posters contain QR codes that enable teens to directly access the cybersmart website by using their cameraphones. Creative and media were devised by Mediabrands.
ACMA is using outdoor following research from the Department of Broadband, Communications and the Digital Economy, which suggested that teenagers pay attention to ads on street fixtures.
“The key message is presented in a strong bold typeface, in a tone of voice that aims to speak with the target rather than at them,’ explained ACMA chairman, Chris Chapman.
The campaign runs until June 19.
The cybersmart website hosts a video targeted at parents that helps them understand the online space in which their children exist.