The Queensland Family and Child Commission uses real transcripts from online predators to educate children and families in confronting campaign
A confronting campaign which compares the grooming of victims by online predators to being caught in bear traps has been launched by The Queensland Family and Child Commission to try and educate children and their families of the dangers in online interactions.
Using real transcriptions sourced by Queensland Police’s Task Force Argos, the campaign demonstrates how easily predators are able to convince young victims to send compromising images of themselves.
Bear and mouse traps are used in the campaign as a metaphor for the position victims can find themselves in with people online who they may have perceived as friends, but who are really predators.
The campaign consists of both short and long video to be used across a variety of social channels, as well as a poster which will be displayed in schools to help educate students on the danger of online conversations.
VMLY&R Brisbane worked closely with the QFCC Committee and Queensland Police Task Force Argus to establish the storyline in the campaign. A group of 13 to 16 year olds also contributed to ensure the campaign was genuine and credible to that audience.
The campaign also features an educational poster for schools (Click to enlarge)
VMLY&R Brisbane MD, Adam Kennedy, said the purpose of the campaign is to attempt to educate children who can be naive to the dangers of online interactions.
“Kids have a blind trust and unquestioning curiosity when it comes to their online behaviour. They don’t see that oversharing online is not safe for them and are falling into the traps of online predators,” said Kennedy.
Credits
Client
Tracy Fogarty
Bonita Guilfoyle
Anjulee Singh
Agency
Guido Pecego – Associate Creative Director
Chelsea Parks – Associate Creative Director
Jim McKeown – Creative Group Head
Phil Vale – Art Director
Josh Bartlett – Film Director
Griff Englander – Editor
Katie May Hollett – Producer
John Shard – Retouching
Tash Kent – Account Manager
Adam Kennedy – Managing Director
Fiona Caird General Manager
Great spot – really powerful…and scary!
User ID not verified.
Wow. Well done! This is exactly the type of thing I want to show my kids. It’s real people, real conversations, and a real timeline. And the beartrap ending is the perfect shock tactic (scary but not completely unrealistically scary for the target market).
User ID not verified.
Great job on this one –
User ID not verified.