Australian Government Promo, Case study THE LINE CASE STUDY by J. Walter Thompson Sydney

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Industry Government & Other Authorities
Media Promo & PR, Case study
Market Australia
Agency J. Walter Thompson Sydney
Director Chris Haugue, Arthur Filroy
Executive Creative Director Angus Hennah
Art Director Michael Malherbe
Producer Steph Sands, Lisa Haugue, Liz Fell
Released September 2010

Credits & Description

Category: Best Consumer Engagement
Product/Service: FASCHIA
Date of First Appearance: Sep 30 2010
Entry URL:
Executive Creative Director: Angus Hennah (JWT)
National Creative Director Digital and Direct: Ashadi Hopper (JWT)
Copy Writer: Laurie Geddes (JWT)
Art Director: Michael Malherbe (JWT)
TV Producer: Amanda Slatyer (JWT)
Planner: Andrew McCowan (JWT)
Digital Director: Daniel King (JWT)
Print Producer: Paul Blackwood (JWT)
Digital Art Director: Paulina Hobbs (JWT)
Flash Developer: Clinton Francis (JWT)
Producer: Liz Fell (JWT)
Producer: Steph Sands (JWT)
Community Manager: Julie Delaforce (JWT)
Director: Chris Haugue (Halo Pictures)
Animation Director: Simon O'Leary (Halo Pictures)
Director: Arthur Filroy (Halo Pictures)
Producer: Lisa Haugue (Halo Pictures)
Illustrator / Art Director: Dave Shooter (Halo Pictures)
Sound: Steve Hessell (Plush)
Digital Development: (Next Digital)
Media placement: Print Ads - National Magazines (Cleo, Dolly Cosmo) - 4/7
Media placement: Webisodes - The Line Website - 30/9
Media placement: Drawing App - The Line Website - 30/9
Media placement: Facebook Page - Social Media And Parenting Sites - 4/7
Media placement: Banner Ads - Social Media And Parenting Sites - 4/7

Insights, Strategy & the Idea
Teenagers getting into relationships are often confused about what is and isn’t appropriate. When it comes to disrespectful behaviour, especially in the uncharted territory of sxting, txting and cyber bullying, many simply don’t know where to draw the line.

Although the Australian Government was keen to promote more respectful relationships, they recognized that teenagers don’t respond to being preached to.

Hence the idea of “The Line” – an online campaign that invites teens to discuss the issues amongst themselves in a non-judgmental environment.

Creative Execution
Banner ads drove teens to a Facebook page and web-site, where they could join in the conversation, respond to polls and blogs, explore different outcomes in a series of interactive videos and express their feelings with a customized drawing tool.

Visually, the idea was brought to life with continuous line animation and illustration, giving it a consistent look and feel across the campaign.

Results and Effectiveness
As a virtual replica of teen’s real lives, Facebook has proved the perfect environment to discuss the issues, and continues to play host to passionate, ongoing debate. Facebook “likes” grew by 2,000 a day in the first two weeks and are now over 53,000, with total interactions having topped five million.

The web-site has attracted over 370,000 unique visitors, and the gallery generated by the drawing tool contains over 3,500 powerfully emotive images and is growing daily.