That one mistaken click is costing Australians over $3bn a year. But as criminals’ techniques become more sophisticated, the usual boring warnings fail to motivate us to take more care. The answer? ClickFit: a nationwide campaign making digital safety accessible, fun, and memorable.
A single click is all it takes, yet once we’ve been scammed, there’s little the AFP can do. We didn’t just need to raise awareness, but to prime the audience with muscle memory to pause before clicking. That moment’s mental interruption might be all they need.
We shifted cybersafety closer to the vibe of driving: another area where we minimise risk through muscle memory. Equally important, we dressed this category shift in humour rather than screechy preaching that would drive our audience away.
Meet “NetCop Gary” and his sidekick, Agent Index (which may or may not be Gary’s finger in a tiny police uniform).
This quirky duo formed the beating heart of “ClickFit”, a campaign that repositioned cybersafety as a form of ongoing healthier, safer habits (like staying fit), couched in the wordplay of staying safe on the roads. Through vibrant, hyperreal environments, our ClickFit team wrapped cybersafety in humour and warm concern, subtly aligning it with road safety and making the habits feel small, attainable, and sustainable.
We acknowledge the Traditional Custodians of the land upon which we create, the Gadigal People of the Eora Nation. We pay our respect to their Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander peoples today.
Always was, always will be, Aboriginal land.