We were briefed by the Australian Government’s Young & Well Research Centre, to help stamp out cyber bullying, a very real social problem amongst teens. A problem costing $10.6 billion a year in counselling the victims. By researching the social media of teens aged 12-17, we discovered they share inspirational quotes with one another via Instagram, Facebook and Tumblr. We found the cyberbullies active on the very same social platforms instigating hate. Our strategic approach: Create a mobile social platform that generated love, not hate. Appreciate-A-Mate - a customisable quote generator. Designed to spread love not hate through social media. The mobile app generates positive quotes. We sourced these quotes directly from teens to counter cyberbullies. We enlisted 45 artists globally to craft each quote into beautiful typographic artworks that could be easily customised, and shared through the social platforms that cyber bullies dominate - Instagram, facebook and twitter.

Our audience are digital natives, highly media savvy, and can be cynical and tough to please. They do not want to be patronised and have a nose for sniffing out the inauthentic. The media strategy aimed address these challenges by getting the app in the hands of kids by putting it in places they congregated and shared content online - a tricky thing to do for a government funded organisation. Using key influencers from verticals that appealed to our audience we ran a competition to encourage the use of Appreciate A Mate. We also worked across a number of content sharing platforms popular with our audience such as We Heart It, Tumblr and Instagram to spread the artworks and idea behind the campaign.

Our audience are digital natives, highly media savvy, and can be cynical and tough to please. They do not want to be patronized and have a nose for sniffing out the inauthentic. The media strategy aim addressed these challenges by getting the app in the hands of kids by putting it in places they congregated and shared content online - a tricky thing to do for a government funded organisation. Using key influencers from verticals that appealed to our audience we ran a competition to encourage use of Appreciate A Mate. We also worked across a number of content sharing platforms popular with our audience such as We Heart It, Tumblr and Instagram to spread the artworks and idea behind the campaign.