AUCKLAND, Today: There’s a new way to help teens deal with dodgy content online. Headspace Invaders just launched—a digital tool built for 12–16-year-olds to boost their online smarts and confidence.
Created to be used in classrooms, it’s all about building resilience, thinking critically, and acting fast when something feels off or manipulative. And it does it in a way that actually clicks with teens.
Behind the creative is Supergood, a digital agency known for its purpose-led work. They brought the concept to life—from branding and content to campaign rollout and media delivery.
“It’s a direct metaphor for how seemingly harmless content like memes can be a gateway to more extreme or harmful content.” – Chris Chalmers
The platform takes a gamified approach to help teens spot harmful content. “Headspace Invaders plays on the iconic arcade game Space Invaders,” said Supergood Art Director Chris Chalmers.
“It’s a direct metaphor for how seemingly harmless content like memes can be a gateway to more extreme or harmful content.
“We worked closely with young people, who were instantly drawn to the neon arcade and ‘80s vaporwave vibe, and that aesthetic shaped everything from campaign visuals to the user experience of the tool itself.”
Supergood Creative Director Lauren Hayes said the balance of serious content and youth appeal was a creative challenge they leaned into.
“Thanks to insight from young people, Netsafe, Youthline, and Department of Internal Affairs, we’ve developed something engaging, thoughtful, and effective. Young people didn’t just contribute; they drove the creative decisions at every step.”*
Netsafe teamed up with students, teachers, Youthline, and other experts to build the platform, which includes three fast-paced, game-style modules.
These cover misinformation, identity-based harm, and online extremism—giving teens the tools to understand and navigate today’s digital world.
The six-week campaign is running on the platforms teens actually use—TikTok, Snapchat, YouTube, Reddit, and Instagram.
Headspace Invaders is now live and ready to use across schools in Aotearoa.
Client: Netsafe
Strategy, Creative, Media: Supergood
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