Social media is failing our youth. Addictive algorithms have contributed to global rises in anxiety, depression, and self-harm among teenagers. Enter Before 16. A movement in New Zealand leading the charge to raise the legal age of digital protection from 13 to 16 to ensure our youth can grow up in a safer digital environment.

For decades, age ratings have protected youth in film, TV, and gaming, but not social media. Taking inspiration from this world, we shortened the name to B416 to create a symbol that acts as a new kind of rating. A flexible idea allowing for additional ratings as the movement grows.

With the key elements set, we launched a copy-led campaign to "Save Social from Media." To drive the petition toward its goal of 45,000 signatures, we used provocative calls to action, leading with headlines like "What Happens Online Shapes Offline" and "Don’t Let ‘Likes’ Replace Love."

In collaboration with Mata, we developed a tool to “filter” harmful content found on social media, providing a long-term framework for comms. This gave B416 a simple way to create an endless supply of striking content, using the platforms to advocate for their own reform.

“OMSE don’t just create a brand, they help you find your voice, clarify your purpose, and amplify your impact. Working with them has transformed B416 from a passionate campaign into a powerful, credible movement. Their expertise, insight, and attention to detail ensure that your brand is not only visually compelling but also strategically positioned to influence, inspire, and drive real-world change.”

Flicka, Co-Founder

The new identity enabled B416 to secure funding for a nationwide campaign and resulted in them achieving their goal of 45,000 signatures. The mounting public pressure prompted the New Zealand Government to introduce a Bill that establishes a social media age limit.