The Raise the Age NSW campaign, in partnership with UnLtd, Tag, Carat and Fiftyfive5, has seen strong results in its first wave.
The aim of the collaborative campaign is to raise awareness of the fact that in NSW, children as young as 10 can be sent to prison and to advocate increasing the minimum age of criminal responsibility from 10 to at least 14.
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Research partner Fiftyfive5, part of Accenture Song, conducted in-depth studies with 500 respondents, testing the campaign’s TVC and out-of-home (OOH) creative after the first three months.
The findings reveal significant progress in awareness, engagement and willingness to take action. Awareness for Raise the Age has increased by 45% and understanding of the issue has doubled since the campaign launch.
Public engagement has also been highly encouraging. Over a third (35%) of those who viewed the campaign have already taken some form of action, such as visiting the website, discussing the issue with friends, or sharing on social media. An additional 62% stated they were likely to act in the future.
