Spicy Noods

To balance the need for cut-through while avoiding triggering those affected, we sought solutions that prompted ‘slow’ conversations, ideally offline, to transmit our messages through social groups in a safe, relaxed environment.

We developed a multi-layered campaign to reach young people when starting university. We developed an instant noodle brand to convey our messaging, and handed out free noodles on campus during university O-weeks – driving those who took the noodles to immediately have conversations, with accompanying campaign collateral in hand. We supported this with a competition to give away a year’s supply of noodles – with one very lucky winner!

Netsafe recorded a 340% increase in sextortion reports in the period the campaign was live and over 7,000 young adults entered our competition, answering a knowledge-based quiz about sextortion and what to do if impacted.

We ran unorthodox focus groups: made up of groups of flatmates, where established social dynamics meant higher trust at sharing sensitive experiences, and enabling us to assess how information could flow and be shared within social groups.