How can you test if you’re clickfit? Yes, this is a thing.
While the majority of marketers in their 50s might fail this, this safety campaign takes a very different approach to scam awareness.
The AFP led Joint Policing Cybercrime Coordination Centre has launched a nationwide cyber safety campaign aimed to raise awareness against cyber scams.
Instead of stern warnings and technical jargon, Australians are being introduced to Agent Index, a single human finger dressed in a tiny police uniform.
The campaign, created with independent agency Paper Moose, places humour at the centre of its strategy in an effort to cut through rising cybercrime rates and encourage Australians to think before they click.
Turning behaviour change into entertainment
ClickFit is designed to help Australians build simple but powerful online safety habits, especially as reporting rates remain low with fewer than one in five scams being brought to police attention.
The educational content runs across social platforms and follows Agent Index and partner NetCop Gary as they burst into fast paced scenarios to address common online threats faced by all age groups.
Nick Hunter, Executive Creative Director at Paper Moose, said the team wanted to flip traditional messaging on its head. “We know humour can cut through and stick in ways that more alarming messaging cannot. We are thrilled the AFP were so click happy on this idea.”
Agent Index, the fictional officer at the centre of the campaign, added in typical character fashion, “I vetted this article for dodgy links and it is fine. Good to go. It is a great campaign by the way.”
Using AI to shape the creative
Paper Moose also drew on Moose Review, its proprietary AI powered marketing science tool, to test and validate the creative direction early in the process.
The goal was to ensure the work would resonate across demographics while supporting the AFP’s broader cyber safety objectives.
ClickFit is now live across social media, digital platforms and AFP owned channels.
The campaign invites Australians to test their online fitness by visiting Are You ClickFit along with the rest of the creative content.
The AFP hopes the lighter tone will help people retain key cyber safety habits, making the moment before clicking feel instinctive rather than overwhelming.