Optus Digital Thumbprint Program

The Challenge

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.

The Solution

The Response

What we did

Implemented a strategic media approach to raise awareness of the program from both a regional + national perspective whilst highlighting Optus’ commitment of creating cyber-savvy youth in regional communities.
Activated three phases to maintain momentum throughout the duration
of the program.
Shared a national rollout release in line with the 20th anniversary
of Safer Internet Day.
Shared a second rollout release using information specifically tailored
to the area of Digital Thumbprint workshops, appealing to regional media.
Coordinated in-person media opportunities at workshops, through a localised media pitch which was highly attended by broadcast outlets.