Short List
CategoryF02. Art Direction / Design
Media Placement FCB NEW ZEALAND Auckland, NEW ZEALAND
Production ASSEMBLY Auckland, NEW ZEALAND


Name Company Position
Tony Clewett FCB New Zealand Chief Creative Officer
Matt Barnes FCB New Zealand Digital Creative Director
Lennie Galloway FCB New Zealand Creative - Copywriter
Thomas Gledhill FCB New Zealand Creative - Art Director
Jenni Doubleday FCB New Zealand Creative Services Director
Pip Mayne FCB New Zealand Head of Content
Rebecca Casey FCB New Zealand Producer
Sarah-Jane Ferens FCB New Zealand Account Manager
Corban Koschak FCB New Zealand Motion Graphics Designer
Carl Sarney FCB New Zealand Senior Strategist
Daniel Currin FCB New Zealand General Manager - Media Client Service
Nicole Earnshaw FCB New Zealand Account Director - Media
Anne Lipsham FCB New Zealand Head of Strategy - Media
Rebekah Gierlinska FCB New Zealand Strategy Director - Media

Why is this work relevant for Direct?

The Ministry of Education needed to reduce New Zealand’s schoolyard bullying problem. Our online tale, Oat the Goat, made its way into Kiwi homes and turned the bedtime story moment into an engaging anti-bullying lesson. The tale itself directly called on children to help character ‘Oat’ decide what to do when he witnessed bullying. The journey couldn’t progress without children actively engaging in the story. To reach every child, regardless of socio-economic status, we made the tale free at OatTheGoat.co.nz. We also built it using WebGL so it could play across a broad spectrum of devices and internet connections.


Shockingly, New Zealand has the second worst rate of schoolyard bullying in the developed world. Last year, bullying was at record levels, with 94% of teachers witnessing it happening in their schools. The Ministry of Education acknowledged that their past method of telling children to say “Stop it, I don’t like it,” wasn’t working, and they needed a different approach. They also wanted to curb bullying at the earliest stage of a child’s development. So, our task was to create a resource that would captivate 4-7-year-olds and arm them with the tools they’d need to combat bullying in the schoolyard.

Describe the creative idea (30% of vote)

Unlike past (largely unsuccessful) campaigns that have tried to make victims more resilient, we shifted our focus to a previously unconsidered group - the bystanders. We recognised that attention is like oxygen for bullies, and it’s the bystanders that hold the real power. From this insight, we created ‘Oat the Goat’; an immersive online story where children and parents could help character ‘Oat’ navigate right and wrong as he witnesses bullying on his big adventure. An adventure only made possible by ignoring the bullies and being kind to the victims. While the tale showed children the right thing to do as a bystander, it also gave them freedom to make the wrong decisions in Oat’s world, so they’d learn to make the right decisions in the real one.

Describe the strategy (20% of vote)

With a plethora of brilliant bed-time stories already in the market (and no PR budget on our side), we needed to be highly tactical at reaching 4-7-year-olds with our anti-bullying tale. So, we launched ‘Oat the Goat’ in primary schools across New Zealand during Bullying Free Week, 2018. Teachers became a crucial channel for us, sharing Oat’s story with children at mat-time - then encouraging them to continue or repeat the online tale with parents at bed-time. To frame Oat the Goat as a ‘must-read’ to parents, we also launched a 30 second teaser film on Facebook and YouTube, directly targeting parents of 4-7-year-olds. This film framed it as a tale that would ‘Help kids learn the power of kindness’ and called on families to visit oatthegoat.co.nz at bedtime.

Describe the execution (20% of vote)

Learning about bullying can often be a sombre affair. So, it was vital Oat the Goat never felt like a lesson. Just an enjoyable interactive bedtime tale that had a prominent take-away message – be kind to the victim. Each chapter was crafted to reflect native New Zealand environments so children could see themselves in the story. And we designed characters that mirrored those who get picked on most – like those of a different race, or just plain different. We also worked with the New Zealand Symphony Orchestra to create an original, 78-piece orchestral score to reflect the epic nature of Oat’s 11-minute adventure. And, to ensure we reached every child, regardless of socio-economic status, we developed the tale using WebGL, so the music, narration and animation could play across a broad spectrum of devices and connections.

List the results (30% of vote)

Just days after launching, Oat the Goat won the hearts of families, teachers and the New Zealand media with headlines such as “An absolute hit” and “Every child needs to read this” appearing across national news sites. Moreover: - In the first 3 weeks, OatTheGoat.co.nz received 105,000+ unique visits (far surpassing the 30,000 target) - Children spent an impressive average of 9 minutes engaged in the story. - To date, 85% of all 4 to 7-year-olds in New Zealand have read the online tale. - And, it’s now an official part of the New Zealand school curriculum. But, most importantly, we helped children around the country realise the power they have as bystanders – and equipped them with the language they need to help stop bullying at an early age.


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