Deepfake tech used to share powerful message for Victoria Police

Deepfake technology used in new campaign aimed at delivering a critical message around mental health and suicide awareness

Pictured: Deepfake technology used of late senior constable, Laurie Fox
Pictured: Deepfake technology used of late senior constable, Laurie Fox

Deepfake technology has been employed for good in a new campaign for the Victorian Police aimed at delivering a critical message around mental health and suicide awareness.

The ‘Beyond the call’ campaign, created in partnership with McCann Melbourne and production company, Exit, uses deepfake technology to bring viewers a live message from the late senior constable, Laurie Fox. The former police officer and father of two suffered from mental health issues triggered by his work and took his own life on New Years Eve in 2012, aged 32.

As well as the tech capability, the campaign employed live action casting used for the shoot, as well as original photos, videos, and archival source material from the senior constable’s life. It was created with the support of his former wife, Belinda Bozykowski, and the Victorian Police Mental Health program office and officially launched on 2 December 2020.  

Its big message is to encourage officers to seek help and support without fear or consequence. The campaign is part of a longer-term partnership and program around mental health and suicide prevention. It was launched via the Victoria Police Bluespace Wellbeing website and Equipt health, wellbeing and sleep app.

“What unites police officers is a desire to do meaningful work and go beyond the call to make a difference to the people around them,” McCann chief strategy officer, Simon McCrudden, commented.

“We worked very closely with senior constable Fox’s wife, Belinda, Victoria Police and secretary of the Police Association of Victoria, Wayne Gatt, to give an officer who tragically left us too early the opportunity to continue making a difference.”

McCann Melbourne creative director, Andrew Woodhead, said the nature of the issue required a new and innovative approach to affect behaviour change. It’s the first time the agency has undertaken a deepfake campaign.

“We knew that if this project was to have any significant impact, we would need to convey our message in a way the audience could not possibly ignore” he said.  

Read CMO’s Explainer: What are deepfakes?

The full video can be found here.

For support or advice following reading this article, please contact:

Lifeline – 13 11 14 / lifeline.org.au

Suicide Call Back Service – 1300 659 467 / suicidecallbackservice.org.au

 

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in