SOSO is a unique, non-profit social initiative bringing together community, government and the digital media industry as partners to deliver online campaigns, aimed at educating young internet users about the dangers in their online environment. The SOSO initiative will raise awareness and educate kids about how to be smart online in a relevant and engaging way, operating within the online social networking space . SOSO campaigns will target online threats such as predation, grooming, cyber bullying and identity theft.
SOSO is a collaboration between NAPCAN www.napcan.org.au, Australia's leading advocate in preventing child abuse and neglect, digital marketing group Profero Sydney www.profero.com.au, and social venture group SOCIAL www.social.net.au. Initially seed funded by the Australian Government, SOSO has now established a myriad of partnerships with leading online publishers, internet industry partners and additional sponsors and supporters.
The SOSO campaign is a true public/private partnership, built on multi-sectoral partnerships and funding. . Since 2005, NAPCAN, Profero, and SOCIAL have allocated pro bono resources to the development and establishment of the initiative. Initial seed funding was provided through the Federal Attorney Generals Department in 2007. In 2008 further campaign funding was secured through the Telstra Foundation. Our industry partners contribute resources and expertise pro bono, and all media partners have contributed close to $500,000 in pro bono advertising space to enable SOSO to reach as many kids as possible. SOSO is also building a stable of sponsors committed to educating and protecting our kids.
Founding Partners
NAPCAN
Profero
SOCIAL |
Funding Partners
Telstra Foundation
Attorney General's Dept |
Media Partners
Cartoon Network
Habbo Hotel
NineMSN
Yahoo! 7
Miniclip
Neopets
Nickelodeon
Piczo
Big Pond
MySpace
Channel Ten
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Industry Partners
Microsoft
AIMIA
Inspire Foundation
DoubleClick
Colmar Brunton
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Also supporting the project are ACMA NetAlert, the Australian Federal Police and the NSW Commission for Children and Young People.
SOSO will deliver multiple and successive campaigns within social networking sites over the coming years, to ensure market saturation in terms of message reach. The campaigns will also be delivered in various types of digital environments and platforms, such as interactive gaming sites, as well as mobile / 3G technologies. SOSO recognises the importance of this multi-faceted approach given the demographic is highly technologically savvy and fast moving, not adverse to risk, secretive or cloistered by nature and responsive to advertising pitched at them in their language and space.
SOSO will be thoroughly researched and evaluated using external research and evaluation agencies, and as a result campaigns will be improved, optimised and evolve over time in response to user feedback and dependent upon market and technological change.
The SOSO campaigns will reduce the success of grooming, bullying and identity theft activities praying on our kids due to campaigns educating the next cyber generation to be smarter and safer.
www.soso.org.au
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