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Queensland taps on true stories to highlight dangers of online grooming in Australia

QFCC "Trapped" - Mouse Trap

The Queensland Family & Child Commission (QFFC) is shining the light on the dark side of online conversations, highlighting how perpetrators exploit technology to commit their crimes and put young people are at risk.

Created by VMLY&R Brisbane and called ‘Online Grooming’, the campaign is a series of short and long-form videos using the analogy of a bear and mousetrap to target young people, their peers and parents.

The campaign highlights the ‘traps’ used by predators to draw in their victims through online chats, based on real transcripts from Task Force Argos, the branch of Queensland’s Police responsible for investigating online child exploitation and abuse.

According to QFFC, online grooming was a crime that often flourishes in the dark, the campaign needed "to bring the topic out into the open".

They also worked in conjunction with a team of young people 13 to 16 years old providing guidance and insights to ensure the campaign was genuine, credible and believable.

“Kids have blind trust and unquestioning curiosity when it comes to their online behaviour. They don’t see that oversharing online is not safe for them and are falling into the traps of online predators," said

A poster has also been created to be displayed in schools to show the ‘traps’ and ‘hacks’ of online conversations, and to drive people to a special website for more information.

: 'Online Grooming'

Agency:
Client:
Date: November 2019
VMLY&R Brisbane has created a powerful new campaign for the Queensland Family & Child Commission (QFFC), aimed at addressing the dark side of online conversations, how perpetrators exploit technology to commit their crimes – and how young people are at risk.
Comprising a series of short and long form videos using the analogy of a bear and mousetrap, the ‘Online Grooming’ campaign targets both young people, peers and parents. It portrays an online chat to show the ‘traps’ used by predators to draw in their victims and is based on real transcripts from Task Force Argos, the branch of Queensland’s Police responsible for investigating online child exploitation and abuse.
A poster to be displayed in schools has also been produced showing the ‘traps’ and ‘hacks’ of online conversations, and to drive people to a special website for more information.
VMLY&R Brisbane MD Adam Kennedy said because online grooming was a crime that often flourishes in the dark, the campaign needed "to bring the topic out into the open". “Kids have a blind trust and unquestioning curiosity when it comes to their online behaviour. They don’t see that oversharing online is not safe for them and are falling into the traps of online predators," he said.
To develop the campaign, VMLY&R worked closely with a QFCC Committee, and Queensland Police Task Force Argus to establish the storyline. They also worked in conjunction with a team of young people 13 to 16 years old providing guidance and insights to ensure the campaign was genuine, credible and believable.
The Online Grooming campaign goes to market from 4 November through a range of different social channels
Credits:
 
 
Client
Tracy Fogarty
Bonita Guilfoyle
Anjulee Singh
Agency
Guido Pecego – Associate Creative Director
Chelsea Parks – Associate Creative Director
Jim McKeown – Creative Group Head
Phil Vale – Art Director
Josh Bartlett – Film Director
Griff Englander – Editor
Katie May Hollett – Producer
John Shard – Retouching
Tash Kent – Account Manager
Adam Kennedy – Managing Director
Fiona Caird General Manager
Tags: Australia
 
 
 
 
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