eSafety Commissioner – Play Nice, Stay Safe
Culture, Not Compliance: Organic Reach. Zero Media Spend.
The outcome
A culturally resonant campaign that broke through long-standing audience barriers in government communications – earning national reach, industry recognition and genuine community trust.
AGDA Awards
14K
Organic views, zero media spend
Cut-through to a specialised cohort without paid media, and a finalist in the AGDA Awards for Design for Good: Social & Community.
28K
Festival audience reached
Screened at the Melbourne Queer Film Festival, standing alongside one of Australia’s leading LGBTIQ+ cultural platforms.
100%
Community partners on board
Deep stakeholder collaboration earned full buy-in for a high-risk government brief.
What we delivered
Integrated campaigns
Comms & channel strategy
Social content
User research & testing
Video & motion
Strategic logic
The LGBTIQ+ community is twice as likely to experience online hate – and deeply sceptical of government campaigns telling them what to do about it. eSafety needed more than awareness. They needed trust. We led with culture, not compliance – building a humorous, human video series fronted by comedian Nina Oyama and a cast drawn from within the LGBTIQ+ community itself. The result cut through where government messaging rarely does: organically, credibly, and on the community’s own terms.
The work
