GetUp! teamed up with award-winning, non-traditional and digital creative agency Fnuky Advertising to launch a campaign in Australia to raise awareness of the Australian Government's flawed plans to introduce web censorship. The campaign impersonated the Australian Federal Government by presenting web censorship as a mock consumer product branded as Censordyne, a parody of the toothpaste brand Sensodyne. Fnuky Advertising's Creative Director, David Campbell selected toothpaste as the platform for the campaign after Stephen Conroy stated the purpose of web censorship in Australia was to "Fight Moral Decay". The Censordyne campaign was launched online during July 2009 by a single Twitter post by fake Stephen Conroy, a popular impersonator of the Australian Communications Minister, Stephen Conroy. The campaign featured an online video, a Censordyne product website and a Censordyne search engine. Within 24 hours of launch, the words GetUp and Censordyne were the number 2 and 3 most talked about brands on Twitter worldwide. The campaign received widespread coverage in most major Australian newspapers and news websites. Censordyne become a topic of discussion on Nova 96.9 radio in Sydney and was featured on the Australian ABC television program "Insiders".