BRIEF

Cyberbullying was on the rise.

With one in five Australian parents concerned their kids will be unsafe using the internet, and as many as 40% ranking cyberbullying and bullying among their biggest worries, it was time that someone took a stand.

STRATEGY

As Australia’s largest communications company, the responsibility rested with Telstra.

Instead of telling young people to to merely ‘switch off’ when the tech-going got tough, we encouraged them to start more conversations about navigating the challenges faced online with a ground-breaking sports based initiative: Telstra Play Smart™.

SOLUTION

A fun and interactive sports skills and cyber safety program, Telstra Play Smart™ was designed to empower young people between the ages of 12-16 to be safe and thrive both on and off the field. But we couldn’t do it alone.

The big guns were needed. That’s why we called in cyber safety experts PROJECT ROCKIT and some of Australia’s favourite sports clubs, tapping into a trusted network of positive role models — from soccer and AFL stars to rugby league legends.

Including none other than Aussie rugby league icon Cam Smith — captain of the Kangaroos national team, skipper of NRL juggernaut the Melbourne Storm and our official Telstra Play Smart™ Ambassador.

PLAY SMART™ ON AND OFF THE FIELD

Cam and the PROJECT ROCKIT crew proved that the best way to tackle cyber bullying is to equip young people with the skills to stand up to it.

Through localised sports events, our ‘play smart’ mantra encouraged young people — and their parents — to tackle tough issues like cyber bullying head on. The campaign went live on national television networks and morning shows and inspired an outpouring of opinions and a new awareness of the depth of the problem.

EFFECTIVENESS

PROJECT ROCKIT was founded in 2006 by sisters Lucy and Rosie Thomas and is Australia’s youth driven movement against bullying — creating spaces for young people to access respect, acceptance, creative expression and real social leadership. 

It’s little wonder, then, that post-clinic, 93% of parents felt Play Smart™ helped build trust and teamwork, while 90% said their children were better equipped to face bullies. Overall, our positive news story reached 4.6 million people, so from the groundswell of publicity that Telstra Play Smart™ received, it was clear that many hearts and minds were changed — not just about cyber bullying, but also about Telstra.

MEDIA

PROJECT ROCKIT     •     THE DAILY TELEGRAPH     •     TELSTRA EXCHANGE