Facebook Australia launches brand new national ‘Here Together’ campaign via Now We Collide

Facebook has today unveiled a national campaign to drive awareness of the changes it has made to protect people’s privacy, remove fake accounts from the platform and ensure people have a positive and safe experience using the platform.

The campaign has been produced by Now We Collide.

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The campaign is focused on three key areas: privacy, safety and integrity.

Fake accounts are not our friends

Facebook close millions of fake accounts every day, and we’re hiring more reviewers – as well as improving our technology – to help us identify and remove them quicker.

Data misuse is not our friend

Facebook is introducing more ways to give users control of their data. We’ve already begun by putting privacy shortcuts at the top of the news feed, and letting users restrict how apps use your information.

Fake news is not our friend

Facebook is committed to reducing its spread; we’re reducing the visibility of posts that we know to be fake news, and giving users background information on the articles in their News Feed.

Says Will Easton, managing director, Facebook Australia and New Zealand: “We’ve listened to what Australians expect from us, and they expect action. It is our responsibility to make sure Facebook is a place where everyone can stay closer with the people they care about, and to make sure it’s a positive force in the world.”

“We hope this campaign will show that we take our responsibility seriously, and are working to improve Facebook for everyone in a way that enables communities to build and flourish.”

Katie Rigg-Smith, CEO (Australasia) of global media and marketing services company MindShare, said there was an increasing trend of brands taking a direct and authentic approach when communicating with their customers through creative advertising – balancing product-led creative with brand-led storytelling across a multiple of channels.

Says Rigg-Smith: “A mix of channels will be engaged across metro and regional markets to drive impact, reach and engagement including out of home, TV and cinema.”

“The out of home campaign is focused on eye-level, longer dwell time formats across street furniture and transit to deliver more detailed information on how Facebook is changing. While Cinema will be used to celebrate the sixty second creative in a highly engaged environment.”

Here Together comprises creative assets that will be shared across TV, digital, OOH and cinema. Additionally, Here Together launches a new resource, fb.me/changesAU, a page dedicated to providing a comprehensive list of changes to the platform.

Agency: Now We Collide

Researchers: Lottie Naughton / Anna Beck / Sanaz Manii