Safer Internet Day is a global day of action bringing together communities, schools, organisations and families to work towards a safer internet. The task was to raise awareness of Safer Internet Day and the issues that make it so important.

With the insight that much digital behaviour is invisible as it is experienced primarily individually, our strategy was to show how we (and those we care for) are close to risk without knowing it. By highlighting this risk we showed how important Internet Safety Day is and made the tools available more urgently relevant.

Using research from the eSafety Commissioner we used the language of the internet to create dramatic animated emoji pie-charts that revealed the ‘emotional statistics’ about the risks we face. The resolve was to ‘help make the internet a happier place’ by getting involved with Safer Internet Day and using the resources.

The campaign creative focused around five lead animations delivered through a multi-channel strategy, including paid media, organic social, stakeholder engagement, email marketing, and direct outreach, leading to all targets being exceeded with significant growth across key metrics.