Government to launch ‘For The Good Of’ campaign via TBWA\ ahead of under-16 social media ban

October 14 2025, 6:46 pm | BY Ricki Green | 1 Comment

The Australian Government is set to roll out a new national education campaign via TBWA\, titled ‘For The Good Of’ from this Sunday, to prepare Australians for the Albanese Government’s world-first minimum age laws for social media.

 

From 10 December 2025, platforms including TikTok, Instagram, Snapchat, X, Facebook and YouTube will be required to take reasonable steps to stop Australians under 16 from opening an account.

The new campaign, titled “For The Good Of”, aims to raise awareness of the landmark reforms among families nationwide. The first TVC will air Sunday night, supported by a suite of resources from the eSafety Commissioner, available online from 19 October.

Minister for Communications Anika Wells will meet with major social platforms this week to reinforce the government’s expectations around how the law will be enforced.

Says Wells: “The purpose of this law is clear – it’s about creating cultural change so that young Australians have three more years to build real-world connections and online resilience. This national education campaign will spread awareness about the changes coming for all Australian families. Parents and carers are encouraged to start having conversations about these new laws with their families to help them prepare.”

Play the radio ad:

 

Government to launch ‘For The Good Of’ campaign via TBWA\ ahead of under-16 social media ban