“The goal was not simply a campaign that was entertaining, it needed to be meaningful."
Sydney-based creative agency Messy Collective has created a campaign for the eSafety Commissioner (eSafety) Australia's national independent regulator for online safety.
The ‘Play Nice, Stay Safe’ campaign aims to raise awareness and educate the LGBTIQ+ community about key online safety topics and empower all individuals within the community to have more positive experiences online.
The LGBTIQ+ learning lounge and accompanying ‘Play Nice, Stay Safe’ campaign highlights the serious issues faced by the LGBTIQ+ community and helps to arm individuals with the information and tools they need to protect themselves and others online. This is key to reducing the occurrence of online abuse.
The campaign features four hero videos starring well-known Australian comedian, Nina Oyama, and a diverse cast from across the LGBTIQ+ community, the digital campaign spotlights a range of topics including meeting online, dealing with online abuse and building resilience.
The videos and supporting assets direct people to the LGBTIQ+ learning lounge, an online resource centre eSafety co-designed with LGBTIQ+ community members and organisations across Australia, including ACON, LGBTIQ+ Health Australia, Thorne Harbour Health and Twenty10.
Jason Yagan, Messy Collective’s founder and creative strategy director says: “This is such an important project and one we were passionate about working on. Everybody has a right to feel safe online, and the research was quite alarming, showing that the LGBTIQ+ community are at a significantly higher risk of online discrimination and online hate.”
Tara Parsons, Messy Collective’s head of communications, said: “The goal was not simply a campaign that was entertaining; it needed to be meaningful.
"We knew the key to achieving this would be authenticity. With the support of eSafety, we engaged a range of LGBTIQ+ organisations, carrying out several focus groups to capture valuable insights and feedback. This was critical to ensuring the script and the overall concept was relevant and relatable for the audience.”
Paul Clark, manager diverse communities, said: “Our research and reports of targeted harassment tell us that many LGBTIQ+ people will experience online abuse at some point in their lives.
“By placing lived experience of the LGBTIQ+ community at the centre of developing these resources, we have a greater understanding of the issues the LGBTIQ+ community faces online. Informed by this, the new resources encourage us all to play nice and stay safe online and provides meaningful advice in a way that will connect to the community in a greater, more
engaged way.”
Credits:
Client: eSafety Commissioner
Creative Agency: Messy Collective
Creative Director: Jason Yagan
Creative Director / Copy: Tara Parsons
Head of Design: Jesse Pracy
Account Director: Nerida Yagan
Director: Jason Yagan
Assistant Director: Tara Parsons
Videographer: Tim Oxford
Stylist: Jenni Booth
Hair & Makeup: Vanessa Collins
