Campaign details

Brand: Netsafe New Zealand
Brand owner: Netsafe New Zealand
Lead agency: DDB Group New Zealand
Country: New Zealand
Industries: Charities & voluntary organisations
Media channels: Online video, Outdoor, out-of-home, Public relations, Social media, Voice, chatbots
Budget: Up to 500k

Market background and objectives

“The real problem is not whether machines think – but whether we do.” – B.F. Skinner

Netsafe is a non-profit cyber-safety organisation that gives New Zealanders (‘Kiwis’) the education and tools to keep them safe online – from online bullying to healthy social media usage. But there was one type of digital danger that hadn’t yet been tackled at scale.

Phishing attacks (fraudulent attempts to obtain personal information)1 have increased by 65% worldwide since 2015.2 In 2016, New Zealanders lost at least NZD257m to cybercrime.3 That’s about the equivalent of 286 houses in London.4