Investigating the B416 Campaign
A convenient timing or political propaganda?
Prime Minister Christopher Luxon stirred up a wave of public attention today when he tweeted a picture of himself alongside a group of women from the organisation B416. In the tweet, he stated, "This great group of Kiwis have kicked off a fantastic campaign to protect our kids," referring to their mission to raise the age for social media usage in New Zealand.
But while Luxon’s endorsement of the group might seem like a simple show of support, a closer look at the campaign’s origins raises some significant questions about timing and the true motivations behind it.
A Recently Registered Domain
A quick search of the domain name B416.co.nz on WHOIS reveals something particularly interesting: the website was only registered on April 28, 2025. That’s just 13 days ago - far from enough time to establish a genuine grassroots movement.
The timing couldn’t be more suspect. Luxon only announced his proposed social media bill a mere five days ago. With both events unfolding so closely together, one can’t help but wonder if the campaign is simply a political tool to bolster his government’s agenda, rather than an authentic, grassroots movement led by concerned parents
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The B416 Website's Message
The B416 website presents itself as a coalition of "parents, public health experts, tech experts, and community leaders working together to raise the age of social media to 16." The group claims to be united by a mission to "protect childhood and support families." But when you dig deeper, the organisation’s composition and political connections raise more eyebrows than it does concerns about children’s safety online.
Political Connections & Timing
Among the names listed on the B416 website are several notable figures, many of whom have public ties to National Party interests. Cecelia Robinson and Anna Curzon are both listed as co-chairs. Anna Mowbray is known for her role at Zuru.
The group’s executive also includes Nicole Green, the CEO of a technology company, and a pair of doctors, both of whom appear to hold significant influence in their respective industries. Of the 11 people listed on the team, only two are male - making the group predominantly female, but also reflecting a very particular demographic.
National Party Ties
While the B416 campaign presents itself as a broad-based, non-partisan movement, the fact that many of the group’s members have publicly expressed support for the National Party casts doubt on its neutrality. It raises questions about whether the group is simply a convenient front for National’s broader political agenda. The timing of its launch, shortly after Luxon’s social media bill was unveiled, certainly adds to this suspicion.
Could it be that the campaign is not as organic as it claims to be, but rather a strategic initiative to push Luxon’s political agenda under the guise of a parental rights movement?
The Message: Protection or Politics?
The B416 website’s message is simple: "As parents, we all want our kids to have the best childhood possible. We know technology brings incredible opportunities, but we also know there are serious downsides to growing up in the digital age, and social media is one of them."
It continues, "It’s hurting our kids. It’s time to take action. JOIN THE MOVEMENT to set a minimum age of 16 for social media in New Zealand. Let’s protect our kids while they grow."
While the message of protecting children is undeniably appealing, one must question whether this campaign is truly about safeguarding our youth or if it’s a carefully constructed tool to serve political interests.
Given the swift formation of the group, the political affiliations of its members, and the striking proximity to Luxon’s social media bill announcement, it seems far more likely that this is a well-crafted piece of political propaganda rather than an organic movement designed to tackle the very real issues of social media and youth.
The Petition
Adding to the mounting questions around the authenticity of the B416 campaign is the timing of a related petition. Titled “Petition of Before16 Charitable Trust: Pass online safety legislation for children and ban social media until age 16,” the petition was officially launched on the New Zealand Parliament website on 5 May 2025—exactly one day before Prime Minister Christopher Luxon publicly announced his proposed bill to ban social media for under 16s. The near-synchronised rollout suggests a level of coordination that undermines the image of an independent, grassroots effort. Rather than a spontaneous movement driven by public concern, this looks increasingly like a carefully managed campaign designed to give political cover to a controversial government policy.
Conclusion: A Convenient Campaign?
The launch of B416 raises more questions than it answers. What is the true nature of this campaign? Is it truly a group of concerned parents and experts coming together for a noble cause, or is it simply another cog in National’s political machine, carefully timed to coincide with the Prime Minister’s recent social media bill proposal?
For now, the true motivations behind B416 remain unclear. But the questions raised about the group’s timing, political ties, and the overall messaging of the campaign are impossible to ignore. Kiwis would be wise to remain sceptical about the origins of this "protect our kids" movement, as it may be more about protecting political interests than it is about protecting childhood.
A bit late for this virtue signalling nonsense. Support for the Treaty Principles Bill would have been a lot more genuine.
To be fair Cecilia Robinson - one of the co-Chairs - has advocated for restrictions surrounding cellphones and access to social media for some time. This is no flash in the pan although the formation of the oragnisation may be a crystallization or formalization of what was an informal concerned network.
There can be no doubt that they have driven the Social Media Age Restricted Users Bill which loos as though it may be getting a revamp. The rpesent Bill has problems.