36 Months is a movement for healthy teen development, aimed at increasing the age of social media citizenship in Australia by 36 months, from 13 to 16 years old. Built on a singular insight: ages 13-16 are a critical developmental period during which social media exposure can have long-term negative effects on mental health. May 19 we launched a policy change campaign that hit a nerve with parents as we rallied more than 138,000 petition signatures to raise the age of social media citizenship by 36 months - age13 to 16. Leveraging political back-channeling, media, celebrity, a specific and measurable task, and an easy call to action, we created a chorus of unignorable voices. November 7 the PM announced the changes to the law. November 28 the Senate passed the bill. In 6 months, we achieved systemic change that will improve the way young people experience critical 36 Months. The PR execution Implementation: The campaign launched in May 2024 with a high-impact media appearance on prime time news show, The Project, securing immediate political and public engagement. This was followed by a strategic earned media push, expert-led advocacy, and continuous content distribution. Timeline: A six-month rollout leading to legislation in November 2024. Scale: National and International media saturation included securing a prime-time 60 Minutes episode dedicated to the campaign, amplifying expert voices and bereaved families’ stories. Wippa’s breakfast radio show hosted key political and health experts, and high profile people, including Prime Minister, Kate Winslet, which were then pitched to major news outlets, ensuring sustained coverage. A robust social media presence, viral petition drives, and influencer support mobilised grassroots advocacy. Press events at State and Federal Parliament, combined with expert commentary and sustained government engagement, ensured the campaign remained a top-tier policy issue, ultimately leading to legislative success The results Unignorable chorus of voices: - 3270 stories/70% broadcast, drove national conversation. - 127000 signatures, overwhelming public support. - Testimonies from bereaved families/expert endorsements amplified urgency. Shift attitudes - parents, educators, policymakers: - Mid campaign YouGov poll - 77% Australians support raising age to 16. - 91% Gen Z backed stronger protections. - School visits revealed concerns among young people about social media’s negative effects