Executive Summary
When the Australian Government launched its “Stay Social, Off Socials” campaign to introduce the country’s new minimum social-media age, Think HQ led the creative and strategic direction behind the national rollout.
Expo Centric was commissioned by Think HQ to build and deliver The Social Station, a 9×3 metre outdoor activation that debuted at Crows Nest Fest 2025. It transformed the campaign’s message into an interactive, real-world experience that encouraged families to connect, play, and learn beyond screens.
The Objective
Think HQ’s brief, developed for the Department of Infrastructure, Transport, Regional Development, Communications, Sports and the Arts, called for an interactive, family-friendly activation that could:
- bring the Social Media Minimum Age campaign to life
- promote offline social interaction
- remain flexible and durable for future community events
The activation needed to fit a 9×3 metre footprint, include four themed activity zones (Play, Create, Connect, and Learn), and deliver a strong visual appeal to engage children, parents, and media alike.
Our Solution
Working to Think HQ’s creative concept, Expo Centric engineered a modular, weather-ready structure that combined playful design with outdoor durability.
Four Themed Panels
Each panel offered a different hands-on way to “stay social, off socials”:
Create | Art
Floating-shelf iPads let kids explore digital art through preloaded creative apps.
Learn | Tutorials
Mounted tablets with headphones streamed approved podcasts on cooking, art, and science.
Connect | Gaming
A 55″ screen and Nintendo Switch encouraged teamwork and shared excitement through Mario Kart races.
Play | Sport & Games
A life-sized Connect 4 and Giant Jenga brought families together for quick, friendly matches, creating a simple yet engaging way to interact and play offline.
Collateral Counter and Digital Bridge
The stand also featured a branded collateral counter stocked with Stay Social, Off Socials brochures, stickers, and giveaways. A QR-coded sign directed visitors to eSafety.gov.au, linking the on-ground experience with the national campaign online.
The Result
Unveiled on 19 October 2025 at Crows Nest Fest, The Social Station became the centrepiece of Australia’s first national discussion on social-media age reform.
What began as a government policy announcement evolved into a lively, community-driven activation that brought families, students, and media together to experience the campaign in action.
- Strong Public Engagement: The 9×3 metre build attracted heavy foot traffic, with each zone buzzing with play, creativity, and learning.
- Tangible Policy Storytelling: The activation transformed Think HQ’s concept into a hands-on experience that made complex legislation accessible and engaging.
- Positive Media Momentum: Coverage across local and national outlets positioned the campaign as a human-first approach to social change.
- Reusable, Sustainable Build: The durable, quick-assembly structure can be redeployed by Think HQ and the Department at future community events, extending the campaign’s reach beyond its launch day.
Build Impactful Public Experiences
Expo Centric partners with agencies and government organisations to deliver outdoor activations that turn strategy into tangible, human experiences.
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