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1.0 Introduction

The Queensland Police Service (QPS) is the primary law enforcement agency for the State of

Queensland. Its vision is to work with members of the community to stop crime and make

Queensland safer. In 2010, the QPS’s Fraud and Cyber Crime Group announced a new cyber

safety initiative to target school-aged children.

The “Fiscal the Fraud Fighting Ferret Cyber Safety Program” aims to encourage children to learn

about cyber safety, online threats and responsible online behavior and to share this information

with their family. The client has chosen to educate a young target audience because they envisage

this will help foster a cyber-safe culture from the ground up. The client’s offering consists of a

website, four in-house produced YouTube episodes, and a school-based education program that

has just completed its pilot phase.

Cyber safety is a reasonably new concept for most people and in particular, for parents. Their

children will be the first generation of young Australians to be raised in the Internet era1.

Advances in Internet technology have introduced new and challenging risks to the safety of

online users, which are increasingly of concern to governments and law enforcement agencies.

Importantly, these include risks to which children are particularly vulnerable such as exploitation

by online predators, exposure to age-inappropriate material, cyber bullying and misuse of private

information2. Thus, the client’s campaign presents notable challenges to advertising attributable

to the abstract issue of cyber safety.

The campaign’s limited budget of $100,000 will influence the advertising program by restricting

our creative and media options. To prevent this limitation from negatively impacting our

campaign proposal, we will prepare two advertising packages: one for the current limited budget

and one for a future projected budget.!

Please find in the ensuing report, my research, thinking and justification of the Team Brief, the

Advertising Problem and the Campaign Evaluation. Meanwhile, my partner’s report will include

the Situation Analysis, the Advertising Objectives and the Advertising Budget. Please refer to

Appendix Item 1 for a complete structured version of the Team Brief. Importantly, it includes

some areas that will not be mentioned in the next section of this report.

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!1 ninemsn’s Submission to the Joint Select Committee on Cyber Safety 2 ninemsn’s Submission to the Joint Select Committee on Cyber Safety!2 ninemsn’s Submission to the Joint Select Committee on Cyber Safety!

! "!

2.0 The Team Brief

First of all, we recognised a fundamental flaw in the client’s current strategy: their advertising

efforts were targeting the wrong audience. This was a flaw confirmed by our Planners, who

conducted a dozen in-depth interviews of parents with school-aged children. Their research

determined that the level of awareness among the target audience for the client’s program was

little to none; school-aged children just did not respond to Fiscal.

The next step was to determine a new target audience. As a team we identified that parents of

school-aged children would be a more viable target audience segment for the purpose of this

campaign. I conducted further secondary research of my own and found numerous sources to

support our selection.

Research suggests that children are most likely to be exposed to cyber safety risks in their home

environment. This is because much of Australian children’s Internet usage takes place at home.

Ninemsn’s, ‘Submission to the Joint Select Committee on Cyber Safety’, reports there are an

estimated 91400 Australian children aged 6 to 11 using the Internet from home, approximately

12 times per month. The submission also reveals that 27% of children have a computer in their

own bedroom. Children’s home Internet usage can be importantly linked to the role parents need

to play as the AMCA’s report, ‘Connected Parents in the Cyber Safety Age’, reveals that 78% of

children and young people are most likely to turn to their parents as their main source of

information if they have an issue with online safety. This highlights the viability of our new target

audience selection and the importance of the parent being the family’s educator and protector,

rather than the child.

To determine the demographics of the target audience I referred to The Australian Business

Review’s article, ‘The mind of the middle’, and their interpretation of the 2013 ABS census data.

This information provided me with the target’s gender, age group, where they live, their income

and their class. I introduced a second dimension to my definition by referencing Roy Morgan

Values Segments. Values Segments provided me with an in-depth understanding of the target

market and provided me with insights into what drives their behaviours and what motivates them

to act.

The target audience can be conceptualised as younger and midlife families (married

couples aged 35 to 45 with children) living on the outskirts of Brisbane’s metropolitan

area. Their children are school-aged, ranging from transition to year eight.

! #!

According to Roy Morgan, this segment is represented by the core of ‘Middle Australia’,

with values centered around the significant events in their personal and family lives.

They devote all of their time and efforts into building a “home” and to giving their

children better opportunities than they had in their own childhood. It is likely that one

parent works full-time and one works part-time for a greater combined income. When

they’re not working they’re acting as the family taxi service and ferrying the kids to and

from sports, other after school activities and their friend’s houses. They are highly driven

by their desire to help their kids be safe, smart and successful individuals. Despite this,

they are often time-poor and feel guilty for not spending enough quality time with the

kids. They worry about their children in all facets of their lives but often many of these

niggling concerns fail to make it to the top of their endless to-do lists and simply fall by

the wayside.

We can say that while many parents are aware that online dangers exist, it seems they remain

unsure how best to address these concerns. To add to this insecurity, when it comes to the

Internet there is a generational gap between parents and children, which results in a significant

disconnect between what parents think their children are doing or exposed to online and the

reality of the situation. This point supports our consumer insight uncovered by the Planners in

their primary research.

Today’s parents are feeling confused and vulnerable. Keeping children safe has always

been a practice that has been part instinct and part learned from their own childhood

experiences; but they had no Internet growing up. The advent of the Internet has created

an unknown space like a vast playground with no supervision, where parents don’t feel

confident about how exactly they should be keeping their kids safe. And their friend’s

feel the same.

“No one really knows what they’re doing so it’s no one’s fault if something happens. I am as prepared as

my peers. Of all the things to worry about, this is the last on the list! You’d have to be incredibly

unlucky for something to happen to your child”.

The logic behind this insight is that parents operate within a “herd mentality”; a collective fear

stimulates herd instincts, and the same is true for a collective ease or indifference. Parents look to

what their friends are doing and follow suit. If no one else is actively doing anything then this is

accepted as the social norm. I was not convinced by the initial insight the Planner’s presented to

! $!

the team and as Account Manager I provided them with my feedback, and pushed them to dig a

little deeper.

2.1 Advertising Problem Statement

The advertising problem is a product of the aforementioned research and the consumer insight

statement. The evidence I have come across pointed to a perplexing problem: parents do not

view online dangers as real or tangible threats to their child’s safety. Cyber safety is an issue that

seems out-of-scope for a lot of parents and is far too big and beyond comprehension to warrant

their attention or consume their precious time. As the insight suggests, when it comes to cyber

safety, if the target market’s peers aren’t doing anything about it, then they’re not doing anything

about it. In other words, they don’t believe it could happen to them.

Parents do not view online dangers as real or tangible threats to their child’s safety. They

hold a “that would never happen to me” mentality and write cyber safety off as unimportant.

Queensland Police Service tried to promote the issue of online safety by introducing

“Fiscal the Fraud Fighting Ferret” as a school-based cyber safety education program

targeted to children. However, QPS failed to solve the problem because school-aged

children did not respond to Fiscal. Furthermore, parents still viewed their children as

‘not at risk’ and continue to avoid the issue.

Parents need help making the connection between the intangible threat of online

dangers and the very real risks they pose to their children. By focusing on parents,

advertising has the potential to raise awareness among the target audience and motivate

them to adopt the service in order to teach their kids about cyber safety.

With a thorough appreciation for our target audience and the advertising problem, I was able to

construct our advertising strategy and make creative recommendations.

Currently, QPS’s cyber safety education program has a drastically low level of awareness

among the specified target audience. This lack of awareness is a result of QPS initially

targeting school-aged children, who did not respond to their “Fiscal the Fraud Fighting

Ferret” strategy.

Our research has identified that parents are a more viable target audience segment. As

outlined in the advertising problem, parents need help in establishing a connection

between the threat of online dangers and the risks posed to their children.

! %!

Our advertising strategy is to reposition and rebrand QPS’s cyber safety education

program in order to target and appeal to concerned parents. Advertising will be used to

raise awareness among the target audience and to motivate them to jump into action.

This will be achieved through an emotional appeal that utilises a type of shock

advertising to make the intangible online dangers of cyber safety very tangible and real to

the target audience. Parents need to stop evading the issue and start educating their kids

about cyber safety.

Creative recommendations:

! Utilise a type of shock advertising to unnerve parents ! Make the virtual threat visible, tangible and real ! Appeal to their emotions as parents ! Ensure that the ad leaves them thinking ‘That could happen to my child’ ! Tone is confronting / troublesome / disturbing / alarming

Our research shows that although parents have expressed concern, they are generally inactive

when it comes to cyber safety and their children. For this reason, my recommendation to the

creative team is to utilise a type of shock advertising. This technique will be used in a subtle sense

in order to unnerve our target market and encourage behavioural change. Non-profit

organisations such as Victoria’s Transport Accident Commission have achieved repeated success

employing shock tactics in their advertisements. TAC’s insight is that, “Most people have never

seen a serious road accident. The closest they come is sitting in a traffic jam after an accident has

happened”3. Our campaign aims to employ a similar logic: parents can’t see the threat of online

dangers so we need to help them visualise the shocking reality. We expect that the visualisation

of online threats will promote a strong fear response in the target audience at the prospect of

children experiencing the adverse outcomes. This will in turn motivate them to align their

attitudes and/or behaviours with those recommended in the message (Maddux & Rogers, 1993;

Witte, 1992).

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!#!Mission: to upset, outrage and appall: 25 years of the TAC – and their 25 most powerful ads!

! &!

3.0 Campaign Evaluation

The following measures have been identified as suitable for evaluating the campaign’s success.

The Pretesting Phase will ensure that the creative concept effectively engages the target audience.

• Rough copy and final version testing before implementation.

• Comprehensive and reaction testing will be used to explore whether the advertisements

convey the intended meaning and what reactions they generate.

• Will use focus groups and in-depth interviews to conduct pretesting.

The Concurrent Phase will evaluate whether the campaign is gaining enough awareness and

delivering the intended message to the target audience.

• Tracking studies will be used to measure the “pulse” of the campaign over its three-

month duration. We will use ongoing information-gathering systems to track our target

audience’s awareness, attitude, communication playback, reported usage and satisfaction.

This will include:

o The website: The number of unique visitors to the website (page views), the

average time people spend viewing the website (stickiness) and our search

engine ranking.

o Facebook: The number of likes, comments, interactions and impressions.

o Monitoring of social media comments and online discussions about the

campaign (attitudes).

o Social media advertising: The number of clicks.

• In addition, we will monitor our public relations (PR) generation through earned media

appearances over the duration of the campaign, which will allow for greater ability of

control. Our PR generation will be measured by a dollar value estimate.

The Post Testing Phase will evaluate the success of the campaign after it has appeared in the

media and will establish whether we have achieved our advertising objectives.

Objective 1: Awareness

• Have we increased the overall awareness of QPS’s Cyber Safety Program among the

target audience from effectively no awareness to 10% over three months?

Method used to test: We will conduct interviews and mall-intercepts to measure communication

effects of the target audience, such as recall and recognition (Belch, G., Belch, M., Kerr, G. &

Powell, I., 2012). We will also use data from our tracking studies to evaluate the outcome of this

objective (website and Facebook analytics).

! '!

Objective 2: PR Generation

• Have we generated $75,000 in earned media through positive campaign and product

messages in traditional media over three months?

Method used to test: As I mentioned in the concurrent phase, we will monitor PR generation

through earned media over the course of the campaign. Therefore, we will be able to make a final

calculation at the end of the three-months to quite accurately evaluate whether we met this dollar

figure objective.

Objective 3: Engagement

• Have we gained a total of 50,000 unique visitors to the QPS’s cyber safety website over

three months, with 80% of those visitors spending an average of three minutes engaging

with website content?

Method used to test: As I mentioned in the concurrent phase, we will track the website’s analytics

and will be able to provide conclusive data at the end of the three-month campaign to evaluate

whether we achieved this objective.

Objective 4: Behaviour/Attitude Change

• Have we eliminated the confusion surrounding the issue of cyber safety by showing

parents that the intangible threats of online dangers are very realistic and detectable?

• Have we convinced the target audience that the QPS’s cyber safety website is the most

reliable source of information for parents to use in determining Internet best practice, by

establishing a brand preference level of 20% of the target market over three months?

Method used to test: We will use data from our tracking studies to measure behavioural effects of

the target audience, such as website traffic and Facebook interactions. The data should reflect

whether our campaign has changed the target market’s attitudes and/or behaviour towards the

issue of cyber safety and the client’s program. In addition, we will use interviews and mall-

intercepts to gain a qualitative insight into the target audience’s perceptions and attitudes towards

the client’s product after the campaign has appeared in the media.

! (!

4.0 References

Australian Communications and Media Authority. (2014). Connected Parents in the Cyber Safety Age:

June 2013 Snapshot. Retrieved from Cybersmart website:

http://www.cybersmart.gov.au/About%20Cybersmart/Research/ACMA%20research.aspx#con

nected

Belch, G., Belch, M., Kerr, G. & Powell, I. (2012). Advertising: An Integrated Marketing

Communication Perspective. (2e). McGraw Hill, Australia.

Benjamin, C. & Levine, M. (1997). Roy Morgan Values Segments: Conventional Family Life.

Retrieved from: http://www.roymorgan.com/products/values-segments/conventional-family-

life

Fiscal the Fraud Fighting Ferret Cyber Safety Program. (2015). Retrieved from:

http://fiscalthefraudfightingferret.com.au/

Hicks, R. (2012). Mission: to upset, outrage and appall: 25 years of the TAC – and their 25 most

powerful ads. Retrieved from: http://mumbrella.com.au/mission-to-upset-outrage-and-appal-25-

years-of-the-tac-and-their-25-most-powerful-ads-121326

Joint Select Committee on Cyber Safety. (2011). ninemsn’s Submission to the Joint Select

Committee on Cyber Safety. High-Wire Act: Cyber Safety and the Young. Retrieved from Parliament

of Australia website:

http://www.aph.gov.au/Parliamentary_Business/Committees/House_of_Representatives_com

mittees?url=jscc/report.htm

Salt, B. (2013, September 20). The mind of the middle. The Australian Business Review: The Deal

Magazine. Retrieved from: http://www.theaustralian.com.au/business/the-deal-magazine/the-

mind-of-the-middle/story-e6frgabx-1226720114259

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2

BACKGROUND

Company

! Queensland Police Service (QPS) are the primary law enforcement

agency in QLD.

! Its vision is to work with members of the community to stop crime and

make Queensland safer.

! In 2010, an updated education package called ‘Who’s chatting to

your kids?’ was launched to promote safe use of the Internet and

social networking technologies.

! Its advertising is restricted to Public Service Announcements and

community information.

Product

! The product is a cyber safety education program.

! Seeks to educate school-aged children.

! Originally conceived by QPS in 2010.

! The program aims to teach children about cyber safety,

online threats and responsible online behaviour.

! QPS wants children to share this information with their family.

! Unique Features:

" Website featuring cyber safety tips.

" Mascot, Fiscal the Fraud Fighting Ferret, and co-character

friends.

" Four QPS in-house produced YouTube episodes: Identify Theft

Danger, Social Networking Safety, ATM Skimming and Become

A Fiscal Deputy.

" School-based education program – just completed its pilot

phase at 7 schools around QLD.

" Program includes visual presentation and fun interactive, take

home educational activity sheets.

3

Industry

! Our current generation of young Australians will be the first raised in the

Internet era and their lives will continue to become increasingly “Web-

based”.

! There are an estimated 91400 Australian children aged 6 to 11 using

the internet from home, approximately 12 times per month.

! 27% of children have a computer in their own bedroom.

! Identity theft is the fastest growing crime in the world (ABS)

! $1.4 billion lost to personal fraud in 2012 (ABS)

! $3 billion lost to Identity crimes (ABS)

! 1.2 million Australian victims (ABS)

Competitors

The Allanah and Madeline Foundation

! The eSmart digital license program seeks to provide online child safety

information presented in a fun, entertaining and rewarding way.

! It comprises of eight modules around cyber safety and online privacy,

and combines quizzes, games, and puzzles.

! Targeted towards children in grade six.

! Any parent or child can sign up for the program and it is currently

being rolled out in schools across the country.

The Federal Government

! Cybersmart program an initiative of the Federal Government that aims

to educate children on digital safety and online appropriateness.

! They coordinate a number of programs that seek to increase online

awareness and safety.

Life Education Australia

! A long established in school program that seeks to educate children

on health and drug education topics not usually covered by schools.

! Do not currently cover any online safety in their program, it may be a

topic considered in the future.

4

ADVERTISING PROBLEM

Parents do not view online dangers as real or tangible threats to their child’s safety.

They hold a “that would never happen to me” mentality and write cyber safety off

as unimportant. Queensland Police Service tried to promote the issue of online

safety by introducing “Fiscal the Fraud Fighting Ferret” as a school-based cyber

safety education program targeted to children. However, QPS failed to solve the

problem because school-aged children did not respond to “Fiscal”. Furthermore,

parents still viewed their children as ‘not at risk’ and continue to avoid the issue.

Parents need help making the connection between the intangible threat of online

dangers and the very real risks they pose to their children. By focusing on parents,

advertising has the potential to raise awareness among the target audience and

motivate them to adopt the service in order to teach their kids about cyber safety.

5

ADVERTISING OBJECTIVES

Objective 1: Awareness

• Increase overall awareness of QPS’s Cyber Safety Program among the target

audience from effectively no awareness to 10% over three months.

Objective 2: PR Generation

• Generate $75,000 in earned media through positive campaign and product

messages in traditional media over three months.

Objective 3: Engagement

• Gain a total of 50,000 unique visitors to the QPS’s cyber safety website over

three months, with 80% of those visitors spending an average of three minutes

engaging with website content.

Objective 4: Behaviour/Attitude Change

• Eliminate the confusion surrounding the issue of cyber safety by showing

parents that the intangible threats of online dangers are very realistic and

detectable.

• Convince the target audience that the QPS’s cyber safety website is the most

reliable source of information for parents to use in determining Internet best

practice. Establish a brand preference level of 20% of the target market over

three months.

6

TARGET MARKET

The target audience can be conceptualised as younger and midlife families

(married couples aged 35 to 45 with children) living on the outskirts of Brisbane’s

metropolitan area. Their children are school-aged, ranging from transition to year

eight.

According to Roy Morgan, this segment is represented by the core of ‘Middle

Australia’, with values centered around the significant events in their personal and

family lives. They devote all of their time and efforts into building a “home” and to

giving their children better opportunities than they had in their own childhood. It is

likely that one parent works full-time and one works part-time for a greater

combined income. When they’re not working they’re acting as the family taxi

service and ferrying the kids to and from sports, other after school activities and their

friend’s houses. They are highly driven by their desire to help their kids be safe, smart

and successful individuals. Despite this, they are often time-poor and feel guilty for

not spending enough quality time with the kids. They worry about their children in all

facets of their lives but often many of these niggling concerns fail to make it to the

top of their endless to-do lists and simply fall by the wayside.

7

CONSUMER INSIGHT

Today’s parents are feeling confused and vulnerable. Keeping children safe has

always been a practice that has been part instinct and part learned from their own

childhood experiences; but they had no Internet growing up. The advent of the

Internet has created an unknown space like a vast playground with no supervision,

where parents don’t feel confident about how exactly they should be keeping their

kids safe. And their friend’s feel the same.

“No one really knows what they’re doing so it’s no one’s fault if something happens. I

am as prepared as my peers. Of all the things to worry about, this is the last on the

list! You’d have to be incredibly unlucky for something to happen to your child”.

8

ADVERTISING STRATEGY

Currently, QPS’s cyber safety education program has a drastically low level of

awareness among the specified target audience. This lack of awareness is a result of

QPS initially targeting the wrong audience, who did not respond to their “Fiscal the

Fraud Fighting Ferret” strategy.

Our research has identified that parents are a more viable target audience

segment. As outlined in the advertising problem, parents need help in establishing a

connection between the threat of online dangers and the risks posed to their

children.

Our advertising strategy is to reposition and rebrand QPS’s cyber safety education

program in order to target and appeal to concerned parents. Advertising will be

used to raise awareness among the target audience and to motivate them to jump

into action. This will be achieved through an emotional appeal that utilises a type of

shock advertising to make the intangible online dangers of cyber safety very

tangible and real to the target audience. Parents need to stop avoiding the issue

and start educating their kids about cyber safety.

9

CREATIVE

! Utilise a type of shock advertising

! Make parents feel unnerved - they need a wake-up call

! Use powerful imagery and dramatisation

! Make the virtual threat visible / tangible / real

! Insight a revelation - cyber safety is important!

! Appeal to their emotions - “that could happen to my child”

! Tone is scary / troublesome / confronting / disturbing / alarming

BRAND ESSENCE & PERSONALITY

! Credible, reliable, trustworthy – piece-of-mind for parents.

! Educational, informative, helpful – a teaching and learning tool.

! Important, integral, essential – plays a role in everyday family life.

! Fun, entertaining, interactive – appeals and engages children.

10

MEDIA

! Press

! Outdoor

! Social Media

! Guerrilla

BUDGET & TIMING

Current

! $100,000 ($40,000 to Creative & Digital, and $60,000 to Media)

! Three months

! June, July & August

Future

Suggest sponsorship options to increase budget.

MANDATORIES

Logo, slogan, call-to-action, website.