Advertiser: HeadspaceAgency: Leo Burnett MelbourneCountry: Australia
Objectives
The long-term aim, in line with the purpose of making online communications safer and more positive, was to effect real change in online behaviour.
We could measure impact by tracking reduction in bullying behaviour.
To set our goal, we used as a benchmark the average result achieved by award-winning behaviour change campaigns targeting Australian youth1.
Communication Objective
Achieve 10% reduction in bullying behaviour per user (those who have installed the tool)
Strategy
Market Context
Technology has made online bullying nearly impossible to escape
Bullying has moved...