Tiny finger cop asks Aussies if they’re ‘ClickFit’ in AFP’s cyber safety campaign via Paper Moose
With cybercrime rates rising and less than one in five scams being reported, the AFP-led Joint Policing Cybercrime Coordination Centre (JPC3) have developed ClickFit, in collaboration with Paper Moose, to make safer online habits second nature. Supported by every state and territory police force, the quirky campaign encourages everyone to stop and think before they click.
ClickFit takes an often authoritative, finger-waggy messaging space and flips it, with concerned “NetCop Garyˮ helping out Australians alongside his partner, “Agent Indexˮ: a finger in its own miniature police uniform. The educational series across socials sees the duo bursting into vivid, fast-paced scenes to address the most frequent threats faced by everyday Australians, young and old.
ClickFit marks another humorous take on behaviour change from Paper Moose, maximising impact for Wildly Effective results across campaigns for the NSW gov, Fed Gov, and multiple LGAs over the last 14 years.
Says Nick Hunter, ECD, Paper Moose: “We know humour can cut through and stick in ways that more alarming messaging canʼt. Weʼre thrilled the AFP were so click happy on this idea.ˮ
Says Agent Index, a fictional police officer thatʼs only a finger: “I vetted this article for dodgy links and itʼs fine. Good to go. Itʼs a great campaign by the way.ˮ
The indie agency employed its proprietary AI marketing science tool – Moose Review – to boost confidence early on in the process. The work is now live across social, digital, and the AFPʼs owned channels. Test your online fitness at “Are you ClickFit?ˮ, and the rest of the campaign here.
Client: AFP
Agency: Paper Moose
Executive Creative Director: Nick Hunter
Senior Art Director: Claire Sutton
Senior Copywriter: Jazz Twemlow
Design Lead: Kenn Huang
Designer: Jacqui Seeto
Account Director: Brigitte Harbrow
Producer: Hannah Day
Production Coordinator: Olivia Jeavons
Director: Josh Logue
Director of Photography: Mike Roberts
Stills Photography: Simon Kelly
Stylist: Jo Ayling
Model Maker: Chris Muller
Makeup: Amanda Rieck
Editor: Oliver Trauth-Goik
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