News

Facebook launches Here Together ad blitz in push against negative coverage

Facebook has launched its “Here Together” campaign this morning promoting its efforts to provide a safe and positive experience as the company battles negative press around the world.

The local rollout, part of a global campaign localised by Mindshare and Now We Collide, consists of online, out of home and TV commercials showcasing the social media service’s efforts to protect people’s privacy, remove fake accounts and fight data misuse.

2018 has been an annus horribilis for the social media platform following the Cambridge Analytica privacy scandal where users’ data was misused by the political consulting organisation. The resultant fallout saw founder Mark Zuckerberg forced to testify before the US Congress and appear before a European Parliament committee.

In Australia, the social media platform is the subject of a competition commission inquiry, has been threatened with a digital platforms tax and local politicians have hinted at moves to summon Zuckerberg to appear before Federal Parliament.

Facebook has until now been a laggard amongst the tech platforms in advertising spend with the international industry body the Global TV Group finding the social media’s service’s 2016 worldwide television ad spend of $44m was dwarfed by Apple’s $591m, Amazon’s $385m and Google’s $326m.

“We’ve listened to what Australians expect from us, and they expect action,” said Will Easton, Managing Director of Facebook Australia and New Zealand about the new campaign.

“It is our responsibility to make sure Facebook is a place where everyone can stay closer with the people they care about, and to make sure it’s a positive force in the world.

“We hope this campaign will show that we take our responsibility seriously, and are working to
improve Facebook for everyone in a way that enables communities to build and flourish.”

Katie Rigg-Smith, Australasia CEO of media and marketing services company MindShare, said: “A mix of channels will be engaged across metro and regional markets to drive impact, reach and engagement including out of home, TV and Cinema.

“The out of home campaign is focused on eye-level, longer dwell time formats across street
furniture and transit to deliver more detailed information on how Facebook is changing. While
Cinema will be used to celebrate the sixty second creative in a highly engaged environment.

The Here Together campaign comprises creative assets that will be shared across digital, out-of-home and cinema with TV to come later in the year. Facebook also has a page, fb.me/changesAU, providing a list of changes to the platform.

ADVERTISEMENT

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.