Following the viral success of Motion Sickness’ ‘Keep it Real Online’ campaign, the creative agency is back at it again – this time, with a six-part mini-series featuring a mysterious 3-metre eggplant statue.
Produced for Te Tari Taiwhenua Department of Internal Affairs, ‘The Eggplant’ aims to help young Kiwis navigate one of the great mysteries of the 21st century – the treacherous internet.
Trina Lowry, Manager Design Engagement and Innovation, says: “Online harms addressed in The Eggplant include bullying, using pornography to learn about sex, grooming by people they don’t know, and sending and receiving nudes. A public awareness campaign like this is needed, as the nature and type of online harms that our young people are exposed to are dynamic and evolving quickly.
“The initial campaign, featuring porn stars, an online groomer, two imaginary rabbits and a young girl being bullied, reached 870,000 New Zealand parents and caregivers, and was viewed 32 million times world-wide.
“Not everyone will get the eggplant reference, and that’s okay. Young people get it, and the mini-series was developed with them and for them.”
The Eggplant has launched on TVNZ OnDemand and YouTube. It stars Kiwi icons Karen O’Leary (Wellington Paranormal) and Tammy Davis (Outrageous Fortune).
Sam Stuchbury, Director of The Eggplant & Founder of Motion Sickness, says: “We knew that a traditional PSA would likely get lost in the digital ether, and be ignored by our audience. To get their attention, the idea had to resonate with them, and let’s face it – they’re not binge-watching ads, are they?”
The campaign is led by DIA with support from Netsafe, the Ministry of Education and the Office of Film and Literature Classification in consultation with youth advisory groups.
The final phase of the campaign will launch next year.