The national campaign launched this week and will appear across home, digital, TV and cinema for the next eight weeks, with key messages centred around online safety, privacy and brand integrity.
The “Here Together” campaign is a self-reflective initiative, designed to take responsibility for the platforms previous inaction and inform users about its efforts to better protect privacy and combat fake news.
“We didn’t come here for spam, clickbait, fake news, bullying and data misuse. That’s not ok!” one 30-second ad spot exclaims. “Which is why Facebook is changing. From now on we’ll do more to put you in control and protect your privacy.”
Will Easton, managing director of Facebook Australia and New Zealand (ANZ), says the company is listening to Australian consumers who “expect action”.
“It is our responsibility to make sure Facebook is a place where everyone can stay closer to the people they care about, and to make sure it’s a positive force in the world,” he said.
This commitment comes after 300,000 Australians had their data improperly accessed and shared with now defunct consulting firm Cambridge Analytica. The ensuing scandal affected 87 million Facebook users worldwide and greatly impacted the social media site’s credibility and financial bottom line.
NewsMediaWorks chief executive Peter Miller, said that campaign no surprise in light of the company’s ongoing failings, but warned that PR does not equate to trust.
“I’m not saying the campaign lacks sincerity, it would just have been more sincere if it had been a proactive rather than reactive response.”