1.Campaign understanding

•80% of teens are aware of the campaign and correctly identified XTL’s meaning;

•86% used it in its correct context;

•42% reported having seen #XTL used in Facebook;

•One third said their friends had used it.

2.Social conversation and buzz.

•Over 16,000 conversations using XTL were registered;

•108,000 social interactions (comments, replies, re-tweets and #xtl);

•21 million organic social impressions.

3.Publicity.

•The original media investment was nearly doubled.

XTL gave teens the means to discuss, call out and self-regulate abusive online behaviours beyond the campaign and help break the cycle of violence once and for all.

ESTABLISH the meaning

We created XTL definitions in Wikipedia, Slang and Urban Dictionary and optimised SEO performance to feature in the top search results.

SEED the term

Young celebrity role models like Ed Sheeran and Missy Higgins shared personal experiences of XTL behaviours on TV and online.

CEMENT use in conversation

Key influencer blogs opened the debate about what crossing the line meant. Live Twitter Q&As took place during Australia’s top radio show.

Open-ended questions and polls were posed to campaign communities across social media and through an unbranded twitter handle.