FCB campaign tackles school bullies

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Oat the Goat, a new bullying prevention initiative out of the Ministry of Education and FCB, has been launched by associate education minister Tracey Martin, at Thorndon Primary School in Wellington.

She is said to have captivated the young audience as she read from the interactive web story, the focal piece of the new campaign.

Targeted at 4-7 year olds during their transition to primary school, Oat the Goat depicts an immersive world, populated by a cast of characters. The story follows them on their journey through an animated series of distinctly Kiwi landscapes, accompanied by a soundtrack performed by the NZ Symphony Orchestra.

FCB digital CD Matt Barnes said: “Oat the Goat has been one of those projects people go over and above for, as it’s an issue people are intensely passionate about.

“Creatively, a lot of love’s poured in from our partners Assembly, Liquid Studios and composer Tane Upjohn-Beatson + NZSO.”

“Creatively, and from a craft perspective, there’s been a lot of love poured in from our partners Assembly, Liquid Studios and composer Tane Upjohn-Beatson with the NZSO.

“By combining a classic storybook format with the interactive possibilities of digital media, children and their family become involved in the decisions faced by the main character ‘Oat’ when he encounters bullying as a bystander.

“The interactivity helps cement the moral of the story in readers’ minds so they are empowered to support the targets of bullying if they face it in real life.”

The story was promoted within schools during this week’s Bullying-Free NZ Week, and targeted target parents and whanau across social media channels with the support of the Bullying Prevention Advisory Group.

All assets from the campaign, including the storybook, full site and promotional materials, will be available in both English and te reo Māori.


Client: Ministry of Education
Agency: FCB New Zealand
Production Company: Assembly
Director: Matt von Trott
Senior Developer: Matt Wilson
Character Designer/Art Director: Josh Fourt-Wells
Digital and Content Producer: Clare Bone
Composer: Tane Upjohn-Beatson
Conductor: Hamish McKeitsch
Recording and Mix Engineer: Graham Kennedy
Music: New Zealand Symphony Orchestra – Alistair Fraser
Sound Studio: Liquid Studios
Sound Design and Mixing: James Dean
Narrators: Dave Fane (English)/Piripi Taylor (te reo Māori)

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