The Queensland government has partnered with Publicis Worldwide and Born Bred Talent for an anti-cyberbullying campaign with the help of Tik Tok influencers.
The push, to be hosted October 21 at the CONVO2019 in Brisbane, will feature a panel discussion with TikTok, Instagram and YouTube influencers. It’s one of the first campaigns by a government to enlist TikTok influencers as the platform continues to grow among young audiences.
Clare Winterbourn, founder of Born Bred Talent, says it’s positive to see the Queensland government recognise the need to tap into influencer marketing.
“By partnering with social media influencers, the Queensland government recognises the positive and negative power of social media and the ability of the platforms to connect with young Queenslanders, especially those aged 13 to 17 who are vulnerable and at-risk to cyber-bullying,” she says.
TikTokers Rory Eliza, a 17-year-old with 990,000 fans on the video-sharing app, Riley Hemson and Elly Awesome will join the panel on the day.
Publicis Worldwide managing director Simone Waugh says the government will roll out a state-wide campaign in 2020, following insights and ideas from CONVO2019.
“Young people don’t believe that mobile phones and social media restrictions are the total answer,” Waugh says.
“They need support and help with ‘what to do’ and ‘how to deal with it’ effectively. Our research also tells us they need support and understanding from adults to help combat it versus creating drama that makes it worse.”
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