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  • SUB CATEGORY :
    HEALTH & WELL-BEING
  • ENTRANT COMPANY :
    FINCH, SYDNEY
  • TITLE :
    36 MONTHS - RAISING THE AGE OF SOCIAL MEDIA CITIZENSHIP
  • BRAND :
    36 MONTHS
  • ADVERTISER :
    36 MONTHS
  • AGENCY :
    SUPERMASSIVE, SYDNEY
  • PR AGENCY :
    SUPERMASSIVE, SYDNEY
  • PR DIRECTOR :
    SIMONE GUPTA
  • PR MANAGER :
    NIKI WALDEGRAVE
  • FILM PRODUCTION COMPANY :
    FINCH, SYDNEY
  • CHIEF EXECUTIVE OFFICER :
    ROB GALLUZZO
  • MANAGING DIRECTOR :
    COREY ESSE
  • CAMPAIGN SUMMARY :
    36 Months launched to advocate for raising the social media age from 13 to 16, responding to rising youth mental health crises. The campaign built momentum through grassroots advocacy, expert endorsements, and high-profile media engagement, culminating in a parliamentary debate and historic legislative change.

    Campaign objectives:
    - Create an unignorable chorus of voices: Mobilise parents, educators, and policymakers to demand change.
    - Shift attitudes: Influence public and policymaker perceptions about delaying social media access to protect our teens
    - Position 36 Months as the leading advocacy voice for parents: Establish the campaign as a trusted and authoritative voice in the space.
    - Generate widespread awareness and engagement: Drive media attention and public support.
    - Achieve legislative reform: Enact policy change to set a cultural and global precedent to protect our teens

    Challenges included overcoming resistance from tech platforms, concerns about enforcement, and balancing legislation with education.
  • CREATIVITY/IDEA/INSIGHT :
    36 Months is a movement for healthy teen development, aimed at increasing the age of social media citizenship in Australia by 36 months, from 13 to 16 years old.

    Built on a singular insight: ages 13-16 are a critical developmental period during which social media exposure can have long-term negative effects on mental health.

    May 19 we launched a policy change campaign that hit a nerve with parents as we rallied more than 138,000 petition signatures to raise the age of social media citizenship by 36 months - age13 to 16.

    Leveraging political back-channeling, media, celebrity, a specific and measurable task, and an easy call to action, we created a chorus of unignorable voices.

    November 7 the PM announced the changes to the law.

    November 28 the Senate passed the bill.

    In 6 months, we achieved systemic change that will improve the way young people experience critical 36 Months.
  • STRATEGY :
    Insight:
    Social media’s impact on adolescent brain development is a public health crisis that requires urgent regulatory intervention. With growing parental concern and bipartisan interest, there was a window of opportunity to push for legislative change.

    Key messages:
    The campaign began with the simple message: ‘Make it 16,’ advocating for raising the minimum social media age. As momentum built, messaging evolved to directly appeal to the Prime Minister, urging him to ‘make a captain’s call and listen to parents, not political advisors.’ This shift personalised the call to action and increased political pressure.

    Target audience:
    Parents, educators, policymakers, young people, and media outlets that influence public discourse.

    Creation & distribution of assets:
    Media interviews, expert op-eds, school visits, social content and influencer endorsements built sustained visibility. Wippa’s breakfast radio show served as a key platform for interviews with policymakers and experts, which were then pitched to mainstream media.
  • EXECUTION :
    Implementation:
    The campaign launched in May 2024 with a high-impact media appearance on prime time news show, The Project, securing immediate political and public engagement. This was followed by a strategic earned media push, expert-led advocacy, and continuous content distribution.

    Timeline:
    A six-month rollout leading to legislation in November 2024.

    Scale:
    National and International media saturation included securing a prime-time 60 Minutes episode dedicated to the campaign, amplifying expert voices and bereaved families’ stories.

    Wippa’s breakfast radio show hosted key political and health experts, and high profile people, including Prime Minister, Kate Winslet, which were then pitched to major news outlets, ensuring sustained coverage.

    A robust social media presence, viral petition drives, and influencer support mobilised grassroots advocacy.

    Press events at State and Federal Parliament, combined with expert commentary and sustained government engagement, ensured the campaign remained a top-tier policy issue, ultimately leading to legislative success
  • RESULT :
    Unignorable chorus of voices:
    - 3270 stories/70% broadcast, drove national conversation.
    - 127000 signatures, overwhelming public support.
    - Testimonies from bereaved families/expert endorsements amplified urgency.

    Shift attitudes - parents, educators, policymakers:
    - Mid campaign YouGov poll - 77% Australians support raising age to 16.
    - 91% Gen Z backed stronger protections.
    - School visits revealed concerns among young people about social media’s negative effects.
    - Expert insights reframed issue, public health crisis.

    Leading advocacy voice:
    - New York Times, 60 Minutes, national media.
    - Interviews with policymakers/experts/celebs pitched to national media.
    - Prime Minister phonecall/letter of thanks.

    Generate widespread awareness/engagement:
    - 2.3 B impressions maintained visibility.
    - 2.4 M instagram views and 100,000 interactions created advocacy.
    - Shared by Jonathan Haidt

    Achieve legislative reform, set global precedent:
    - Influenced parliamentary discussions
    - Bill passed 27/11
    - First country to legislate minimum age 16.
    - International interest - UK, EU, Japan