BRAND IDENTITY
The Concept
A recurring theme in this campaign is cyberspace; in that it can be a potentially hostile environment. The ‘head’ is actually a text bubble that has been inverted vertically, which signifies the conversations that take place online. The circle around the ‘head’ is a simple illustration of an astronaut’s helmet; an allusion that NETHICS is able to protect and equip local youths with the tools they need to navigate cyberspace safely and ethically. The brand elements used in this campaign are original artist’s conceptions of space monsters. These space monsters represent the threatening issues that youth face in the social media realm or cyberspace today, namely, cyber harassment, privacy and security and personal branding.
ABOUT NETHICS
NETHICS, an integration of the words 'internet' and 'ethics', is a social campaign organised by the Persuasive Communication Final Year Students of the School of Communication, Universiti Sains Malaysia. With our tagline "smarter words, safer net", we hope to instill in youths the tendency to think before leaving comments, thus cultivating a safer internet experience for all.
Core Value
Empower
The blend of red and orange making it stand out from the content saturation seen on social media. Orange is a friendlier tone to soften the aggressiveness of red. The shade works as a stimulant in projecting fear and honest appeal.
Reliability
Represented by the royal blue tone to portray our trustworthiness as a source of credible information.
Optimistic
A warm shade of white instilling hopefulness and positivity among the cyberspace users. The colour also denotes our values in restoring and purifying Malaysia's name and image.
OUR STORY
Nowadays, Malaysian netizens are seen to be showing alarming signs of deteriorating netiquette in cyberspace. According to Scheurmann and Taylor (1997), netiquette is the merging of the words 'network' and 'etiquette' to define the correct way of using the internet. It can also be defined as a code of conduct that governs what is generally considered to be the acceptable way for users to interact with one another online (Roekel et al., 2004). From distasteful and ignorant comments, to full-on cyber harassment, Malaysians constantly present an identity of small-mindedness online. To curb the deteriorating decorum among users in cyberspace, we hereby introduce NETHICS, a social campaign which aims to create awareness and instill proper social media etiquette when conducting oneself online. To be specific, NETHICS aspires to become a revolution to rectify Malaysian youths' declining online morals.