Messy Collective was engaged by eSafety Commissioner, the Australian government agency committed to keeping all citizens safe online, to deliver a video and digital campaign for the LGBTIQ+ community. The objective was to increase awareness and understanding around respectful behaviour, discrimination, and risks online.
To achieve cut through, we wanted to boldly juxtapose the seriousness of the messages with humour that would grab attention while bringing to light the discrimination that exists.
The result was an engaging series of short videos fronted by well-known Australian comedian, Nina Oyama, and supported by a cast of talent from the LGBTIQ+ community. Each one sheds light on the myriad of issues and risks, and encourages individuals to be aware, be accountable, and to ‘Play Nice, Stay Safe’.
The process was highly collaborative with both the eSafety team and leaders and advocates from within the LGBTIQ+ community. As well as creative ideation, scriptwriting and storyboarding, Messy facilitated testing sessions, talent casting, production and talent management, location scouting, and production and post-production of four videos plus a range of campaign assets for digital and social media.
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