AUCKLAND, Wednesday: Newton-based independent agency Motion Sickness has created a new chapter in the Department of Internal Affairs’ online safety campaign, featuring a digital storybook, The Inter-Yeti.
ECD Sam Stuchbury said: “Aotearoa’s young citizens have a frosty new friend to help them navigate the digital world, in the free interactive storybook The Inter-Yeti – Lost on a Wild Webventure.
“Gunther the Yeti and his pal Byte’s journey through the Internet is the third instalment from Motion Sickness in the DIA’s Keep it Real Online campaign, and follows up the successful The Eggplant TV series released late last year.”
The new learning resource for children aged 5-11 was announced this month by Internal Affairs Minister Jan Tinetti: “The Inter-Yeti is an interactive ebook to help kids understand what to do when they come across bullying trolls, scary content, and ‘friends’ who may not be who they say they are.
“The Inter-Yeti appeals to young children themselves, and will help to prevent online harms from leading to feelings of vulnerability, isolation, depression and anxiety and, in some cases, to physical harm offline.”
“The story was brought to life by the passionate team from digital creative agency PHQ.”
Creative director Jordan Stent said: “Navigating the online world ain’t always a walk in the park even for the best of us, so tackling a topic like this, with its fair share of nuanced issues and sensitivities, meant we had our work cut out to ensure there were productive learnings framed in a positive, age-appropriate environment.
“It is so crucial that we continue to foster that healthy and open dialogue around internet use, and like we’ve seen in the wider Keep It Real Online campaign, stay engaged and build trusted relationships with our rangitahi.
“The story was brought to life by the passionate team from Auckland digital creative agency PHQ, with the developed interactive ‘pick-a-path’ challenges and hidden gamified elements all attributing to a rich learning experience.
“Beautifully narrated by artist Stan Walker, and layered with custom music and sound-design from UK-based studio Mutant Jukebox, the unique sound experience adds a hypnotic and soothing element to the final piece.”
Led by a multi-channel launch campaign across digital, strong out-of-home support from Shout Media, and clocking over 375,000 minutes read so far, Gunther & Byte have already been supporting many important conversations in classrooms, libraries, and homes across the country.
Client: Department of Internal Affairs
Agency: Motion Sickness
Digital Production: PHQ
Research: The Purpose Business
Executive Creative Director: Sam Stuchbury
Creative Director: Jordan Stent
Head of Strategy: Hilary Ngan Kee
Copywriting: Will Macdonald
Creative: Anna Hughes
Editor: Jolin Lee
Illustration: Anton Petrov, David Way
Animation (Resource): David Way, Meng Hong, Shannon Jahnel Lanktree
Animation (Launch Campaign): Toybox
Graphic Design: Nick Jamieson
Head of Media: Josh Hawke
Music & Sound Design: Mutant Jukebox
Narrator: Stan Walker
Contributing Author: James Russell
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