| Title | THE LINE |
| Brand | AUSTRALIA GOVERNMENT |
| Product / Service | AUSTRALIAN GOVERNMENT (FAHCSIA) |
| Category | A08. Broadcast Design and Graphics & Digital Design |
| Entrant | JWT SYDNEY, AUSTRALIA |
| Entrant Company: | JWT SYDNEY, AUSTRALIA |
| Design/Advertising Agency: | JWT SYDNEY, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Angus Hennah | JWT | ECD |
| Ashadi Hopper | JWT | National Creative Director Digital and Direct |
| Michael Malherbe | JWT | Art Director |
| Laurie Geddes | JWT | Copy Writer |
| Amanda Slatyer | JWT | Producer |
| Andrew McCowan | JWT | Planner |
| Penny Sarfati | JWT | Group Account Director |
| Paulina Hobbs | JWT | Digital Art Director |
| Clinton Francis | JWT | Flash Developer |
| Steph Sands | JWT | Digital Producer |
| Daniel King | JWT | Digital Director |
| Liz Fell | JWT | Digital Producer |
| Julie Delaforce | JWT | Community Manager |
| Chris Haugue | Halo Pictures | Director |
| Arthur Filroy | Halo Pictures | Director |
| Simon O'Leary | Halo Pictures | Animation Director |
| Lisa Haugue | Halo Pictures | Producer |
| Dave Shooter | Halo Pictures | Illustrator/ Art Director |
| Steve Hessell | Plush | Sound |
| Next Digital | Digital Development |
Recognizing that teenagers don’t like being preached to, the communication was kept open-ended, asking the question “where do you draw the line?”. Teens were encouraged to think about the issues and discuss them on a dedicated Facebook page.
The Australian Government wanted to promote respectful relationships amongst teenagers, and to help them deal with the social problems created by new media.
The idea of “The Line” is brought to life with the use of continuous line illustrations and animation in a wide range of styles, created by young, up and coming artists. This not only reinforces the idea of “The Line”, but also gives the campaign a distinctive look that’s not directly borrowed from youth culture, and avoids the potentially polarising nature of live talent.
Facebook likes grew by 2,000 a day in the first two weeks and are now over 50,000. Visits to the page remain high, with over 4 million impressions so far, and a surprisingly deep and passionate level of engagement.