Creative Execution

Phase 1: ESTABLISH the meaning Definitions in Wikipedia, Slang and Urban Dictionary and optimised SEO performance ensured XTL featured in the top search results. Phase 2: SEED the term Young celebrities like Ed Sheeran shared experiences of XTL-behaviours, and designer #XTL t-shirts were distributed generating widespread earned media coverage in TV programmes, teen magazine spreads and online endorsement. Phase 3: CEMENT use in conversation Influential blogs opened debate about ‘XTL’ and live Twitter Q&As took place during top teen radio show Hot Hits. Questions were posed across social media and through the unbranded Twitter handle @ThatsXTL to generate further conversation.

• 80% of teens aware of the campaign correctly identified XTL’s meaning; • One third said their friends had used it; • Over 16,000 XTL conversations, 108,000 social interactions and 21 million organic social impressions were registered; • Original media investment was nearly doubled. XTL gave teens the means to discuss, call out and self-regulate abusive online behaviours beyond the campaign and help break the cycle of violence once and for all.

Physical and sexual violence affects up to one in three adult Australian women. On behalf of the Australian Government, we wanted to encourage teens to be respectful in their early relationships so we can prevent these outcomes later in life. The insight: Teens are willing to speak out against disrespectful behaviour, but need to feel they are part of a bigger community taking a stand. Our strategy: harness the power of social communities to encourage defining and enforcing of ‘the line’ themselves. The idea: #XTL – shorthand for ‘crossing the line’. Whether a hurtful comment or sharing a private picture without consent, from now on… it’s XTL