The Challenge

SOCIETY worked with the Optus Regional team to launch its 2023 Optus Digital Thumbprint Program. The free program is designed to educate Australian students in regional locations on topics from digital identity, digital safety, and cyberbullying to wellbeing strategies and improving digital balance. SOCIETY was tasked with implementing a strategic media approach to raise awareness of the program from both a regional and national perspective whilst highlighting Optus’ commitment of creating cyber-savvy youth in regional communities.

The Solution

SOCIETY activated three phases to maintain momentum throughout the duration of the program. To launch the campaign, SOCIETY shared a national rollout release in line with the 20th anniversary of Safer Internet Day. Commentary from eSafety Commission, Julie Inman Grant, and Optus Customer Success Managing Director, Maurice McCarthy, included credible information for editorial use. To appeal to regional media, a second rollout release was shared using information specifically tailored to the area of Digital Thumbprint workshops. Additionally, SOCIETY coordinated in person media opportunities at workshops, through a localised media pitch which was highly attended by broadcast outlets. This allowed assets of the workshop to be captured and interviews with participating students, the programs facilitator and Optus Territory General Managers (TGMs) to be conducted. Post event distribution of assets, featuring pre-approved quotes from local TGMs were also shared to further encourage coverage.

The Response