AUCKLAND, Today: The new Netsafe campaign cleverly uses a popular student meal to highlight solutions for leaked nudes. The Spicy Noods campaign, developed by Netsafe and creative agency Supergood, targets university students during O-Week celebrations.
The campaign cleverly places vital information in O-week welcome packs and serves spicy noodles at Victoria University, Wellington. “We aimed to start conversations beyond just digital methods due to the sensitive topic,” explains Ian Palmer, Strategy Director at Supergood.
Netsafe’s role is emphasised in helping people remove leaked nudes online, captured in the campaign’s slogan, ‘Netsafe’s got you covered,’ shared Palmer. The campaign extends across TikTok, Snapchat, YouTube, Instagram, and physical billboards, offering a year’s supply of noodles as a prize on spicynoods.co.nz.
“Knowing that Spicy Noods resonates with the target audience gave us the confidence to launch this campaign and know that it would connect with more young adults we could help, if they understood what we do.” – Leanne Ross
“It’s a sensitive issue that needed a thoughtful approach to be effective yet relatable to students,” states Lauren Hayes, Creative Director at Supergood. By using focus groups of university friends, Supergood gained authentic insights that shaped a resonant campaign.
These insights revealed a normalisation of nude sharing among youth, influenced by constant exposure to explicit content. “We found that young people preferred a humorous yet respectful tone, avoiding explicit content,” Hayes noted, emphasising the challenge of balancing humour with the seriousness of the issue.
Leanne Ross, Netsafe’s Chief Customer Officer, praised the campaign’s blend of psychological insight and creative strategy. “Supergood’s focus on behaviour change psychology was what impressed us. It is an important element that needs to be balanced with creative ideas.
“Knowing that Spicy Noods resonates with the target audience gave us the confidence to launch this campaign and know that it would connect with more young adults we could help, if they understood what we do,” she concluded. This strategic blend makes the campaign impactful and relevant, tailored to the audience’s needs.
CREDITS
Client: Netsafe
Strategy: Supergood
Creative: Supergood
Offline activations: Supergood
Media planning and buying: Supergood / Digitella
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