News Australia’s Let Them Be Kids Campaign Wins Top INMA Honours

Why It Matters

The campaign shows how investigative journalism can directly shape public policy, delivering protective regulation for minors and setting a global precedent. It also elevates News Corp Australia’s brand, proving editorial work can generate both societal impact and business value.

Key Takeaways

• Campaign secured two INMA first‑place awards
• Influenced Australia’s law banning under‑16 social media
• First country globally to set age‑restriction legislation
• Sparked international interest in similar online‑safety laws
• Additional honors across audio, sales, and revenue categories

Pulse Analysis

The Let Them Be Kids campaign, spearheaded by News Corp Australia’s investigative team, combined long‑form print features with a coordinated public‑relations push to expose how social‑media platforms affect children’s well‑being. Over an 18‑month reporting cycle, journalists gathered testimonies from parents, psychologists, and educators, illustrating physical, psychological, social, and emotional harms. By leveraging striking visuals and human‑interest stories, the campaign turned abstract data into compelling narratives that resonated with both the public and policymakers. This editorial strategy not only earned the Best Use of Print award but also positioned the newsroom as a catalyst for social change.

The campaign’s most tangible outcome was the passage of Australia’s world‑first legislation that bars anyone under 16 from accessing mainstream social‑media services. The law, enacted after a heated parliamentary debate, reflects a shift from voluntary platform age checks to enforceable government standards. International observers have cited the Australian model as a blueprint, with dozens of countries now drafting comparable bills. The success underscores the power of sustained, evidence‑based journalism to move beyond awareness‑raising and directly influence regulatory frameworks, reinforcing the role of media as a watchdog and policy‑shaper.

For News Corp Australia, the dual INMA honors translate into heightened brand credibility and new revenue opportunities. Award recognition amplifies the newsroom’s pitch to advertisers seeking socially responsible placements, while the campaign’s cross‑platform execution demonstrates a scalable template for future advocacy projects. Moreover, the additional placings in audio, advertising‑sales ideas, and revenue‑diversification signal a broader strategic emphasis on monetizing editorial impact. As other media firms watch the ripple effect, we can expect a rise in purpose‑driven journalism that aligns audience engagement with measurable public‑policy outcomes, reshaping the economics of modern newsrooms.