Alannah & Madeline Foundation’s New eSmart Digital Licence

We started by listening to teachers. In workshops with educators from schools across Victoria, a clear theme emerged: simplicity matters. Teachers wanted materials they could trust, adapt and pick up without extra training. They needed something that would support their style, not override it. In response, we designed the experience and creative content side by side.

Conduct explored structure and usability through a working prototype built in Webflow. This allowed us to test and refine quickly. At the same time, Bubbleship worked with AMF’s early years learning specialists to build a narrative world that felt right for younger students. The concept of four themed “islands” gave the program a simple structure, aligned with the Foundation’s 4Cs framework—Content, Contact, Conduct and Compulsion. Each island includes a downloadable lesson pack with printed maps, QR-linked videos and teacher prompts that help guide discussion and activity.

Students move through the journey in class, using storytelling, colouring and conversation. Their goal is to reach “Digital Licence HQ” and earn their certificate and celebrate a moment of recognition that feels like an achievement. Language and visuals were shaped by early learning experts, then tested with real students to make sure everything landed clearly. We designed characters and scripts that children could connect with and built in playful progression markers to keep them engaged. Webflow allowed for fast updates and helped us meet federal timelines without cutting corners on design.

A lightweight feedback form connects directly with AMF’s systems, so teachers can share insights without adding to their workload. The program is designed to grow. The rich library of adaptable assets can be reused across new campaigns or programs. It’s a classroom-friendly experience with room to evolve. Its practical, joyful and built to support the people delivering it.

This project demonstrates design excellence by integrating professional creative and educational practice to address a complex and socially significant challenge. Rather than relying on screens or technology, the design supports teachers in leading learning through storytelling, classroom discussion and hands-on activities. Every element was developed in close collaboration with learning specialists and educators. Language, structure and visual cues were tested to ensure clarity, age-appropriateness and emotional connection.

Victorian teachers helped shape the development of maps, classroom prompts and a five-step structure that supports clear and consistent delivery. The quickstart guide and printable resources reduce preparation time and encourage teachers to adapt the material to their own voice and teaching style.

The platform’s modular structure and consistent visual identity make it easy for students to follow and build on what they’re learning. The design keeps educators at the centre of the experience, recognising the trusted role they play, and supports teaching in ways that feel familiar and engaging.

The end-to-end design prioritises access, usability and long-term relevance. It functions in low-tech settings, aligns with existing teaching practice, and can evolve with changing curriculum or safety requirements. Webflow enables updates, content changes and system adjustments with minimal overhead. The new eSmart Digital Licence is an example of inclusive design that respects its users and reflects the diversity of Victorian classrooms.

This project reimagined how to introduce digital safety to younger students by focusing on how they actually learn. Instead of adapting an existing screen-based model, the team created something new that works with the energy of early primary classrooms. Teachers shared that for a program to succeed, it needed to support how they already teach. That meant simple resources, not complicated platforms.

The design keeps teachers at the centre, inviting them to lead lessons through storytelling, play and conversation. Children engage with the material in a way that feels natural, safe and enjoyable.

The hybrid model combines printed resources with minimal digital support. QR-linked videos help extend learning into homes, offering families shared language and visibility into what is taught in the classroom. Every part of the experience was shaped through collaboration with educators, designers and learning specialists. This included tone of voice, activity structure and even the way ideas were grouped. The "islands" metaphor gives students a sense of progress and turns abstract topics into something familiar and easy to navigate.

The system is modular, making it easy to update or adapt as new topics emerge. Creative assets like characters and animations can be used across different programs and audiences. By keeping the focus on trusted relationships and real-life classroom rhythms, this project shows how good design can help children build digital safety habits from the very start. It is a simple, thoughtful and sustainable solution that meets teachers and students where they are.

In 2024, more than 82,000 children and young people across four countries took part in the new eSmart Digital Licence. In Australia, most students who completed a module showed stronger digital skills, and nearly three quarters said they planned to change how they behave online. These small early shifts can shape how young people engage with the digital world for years to come. The experience is simple for teachers to run and easy to fit into existing routines. There are no logins or platforms to manage. At the end of the program, a short feedback form helps the Foundation understand how it’s working and what to improve, without adding to teachers’ workload.

This project was created entirely in Victoria. Conduct and Bubbleship, both based locally, partnered with educators and learning experts to design something that works in real classrooms. The program is already in use around the country and continues to grow, showing how Victorian-led design can deliver solutions that feel grounded and human, while scaling nationally. By focusing on the early years and designing for real classrooms, this project supports safer online behaviours from the start. It gives teachers and students something they can actually use, and reflects the strength of Victoria’s creative sector in designing for positive social change.