‘What would your mother say?’ New Zealand urges citizens to wind back online rage

Dial it down campaign posters in Central Auckland, New Zealand Photograph: Tess McClure/The Guardian

Faced with a rising tide of acrimony, rage, and online crankiness, New Zealand has launched a nationwide campaign to try to calm its citizenry down.

Over the summer, pastel posters began cropping up around the cities, asking New Zealanders to “dial it down a notch,” “read it before you hit enter,” and “comment with dignity”. Cartoon characters entreat keyboard warriors to take a breath, and consider “what would your mother say?”