Change comes from adversity and we’re in an adversarial time. The concept for the campaign timing wise aims to tap into new behaviours that are emerging in 2020, particularly in the Gen Z demographic in alignment with YLS’ target audience.

The key message of the campaign is to encourage victims of bullying to post a “# ” emoji as a comment on social media where they feel they are being bullied and cannot fend for themselves, or when they recognise their peers being victims of cyberbullying.

The campaign went live on the 18th of August with a launch event at Elizabeth Quay with some of Perth’s most prominent youth social media influencers in attendance. From this launch the campaign has achieved substantial awareness and engagement through traditional media (i.e. Channel 7 News) and social media.