Oat the Goat

New Zealand has some of the highest rates of bullying in the OECD. To tackle this FCB and the Ministry of Education developed a campaign targeted at children during their transition to primary school.

By combining a classic storybook format with the interactive possibilities of digital media, we immersed children and their families in the animated world of ‘Oat the Goat’. Set from the perspective of a bystander, the reader was empowered to become involved in the decisions faced by the main character ‘Oat’ when he encountered bullying.