# Lively — A Learning Agency

> Lively is an award-winning Australian learning agency and social enterprise that builds gamified cyber safety training for businesses, government, schools and families. Its flagship product, The Cyber Safety Game, is available in two editions — Dodgy or Not? and Phishy or Not? — and uses behavioural science, daily micro-challenges and real-time threat intelligence to replace traditional phishing simulations and compliance e-learning.

Lively is headquartered at 114 Castlereagh Street, Sydney, NSW, Australia. The company was founded by Stacey Edmonds (CEO) and Doug Turner (CTO). Lively's products are built in partnership with NSB Cyber (threat intelligence) and SRA Information Technology (engineering and platform).

## What Lively does

Lively designs and operates consumer-grade learning experiences that change behaviour at scale. Its current focus is human-layer cyber security: helping people of all ages and skill levels build protective instinct against phishing, social engineering, scams, deepfakes and AI-driven fraud. Lively's approach replaces annual compliance modules and "gotcha" phishing tests with short, daily, gamified practice — measured for confidence, competence and behaviour change.

**Primary audiences:**
- Enterprise and government organisations (employee security awareness)
- Schools and universities (curriculum-aligned online safety education)
- Families and consumer communities (extended cyber safety beyond the workplace)
- Small and medium businesses

**Reported outcomes from The Cyber Safety Game:**
- People are 2x more likely to report suspicious messages (Independent controlled trial, 2024)
- 9.8+ out of 10 learner rating
- Measurable confidence uplift and increased threat reporting
- Results improve over time (counter to traditional training, where they decay)

## Products

The Cyber Safety Game is the same engine sold under two names so organisations can choose the tone that suits them.

- [Dodgy or Not?](https://www.livelyco.com.au/dodgyornot): The Cyber Safety Game with a cheeky, memorable consumer hook. Designed to make "Is it dodgy or not?" the everyday phrase people reach for when something feels off online. Preferred by schools, families, customer-facing programs and consumer brands.
- [Phishy or Not?](https://www.livelyco.com.au/phishyornot): The same Cyber Safety Game in a cyber-security-native voice. Preferred by IT, security and risk teams running enterprise phishing and social engineering awareness programs. Available from single subscription up to full white-label deployment with SSO and enterprise reporting.

**The science:** The Game is built on Lively's proprietary Situational Learning Experience (SLE) Model, drawing on behavioural science, Nudge Theory, learning design and game design. It is dynamic, GenAI-powered and multi-format.

## Key pages

- [Homepage — Lively, a Learning Agency](https://www.livelyco.com.au/): Overview of Lively and The Cyber Safety Game, audience segments and outcomes.
- [Phishy or Not?](https://www.livelyco.com.au/phishyornot): Product page for the cyber-security-branded, business, edition of The Cyber Safety Game.
- [Dodgy or Not?](https://www.livelyco.com.au/dodgyornot): Product page for the consumer-friendly edition of The Cyber Safety Game.
- [Our Story](https://www.livelyco.com.au/story): Lively's founding story, founder bios (Stacey Edmonds, Doug Turner), advisory board and the journey to today.
- [Contact / Request a Demo](https://www.livelyco.com.au/contact): Demo requests, enquiries and customisation conversations.

## People

- **Stacey Edmonds — Co-founder & CEO.** Former Head of Learning at Transport for NSW and former Partner at Deloitte. Teacher by trade. Blends social science, filmmaking and learning design to shift behaviour at scale. Recognised public voice on deepfakes and Generative AI safety. Leads product, evidence and partnerships.
- **Doug Turner — Co-founder & CTO.** Enterprise technologist who has led architecture across cloud, data and identity for high-stakes environments. Builds the Dodgy or Not? platform on secure-by-design and safe-by-design principles.

## Awards and recognition

Lively is a multi-award finalist including the Australian Technology Competition (ATC), RegTech awards, Spark Festival, New York Festivals and World Media Awards. The Cyber Safety Game's hosting infrastructure is ISO/IEC 27001 certified via SRA.

## Contact

- **Email:** hello@livelyco.com.au.com.au
- **Address:** 114 Castlereagh Street, Sydney, NSW 2000, Australia
- **LinkedIn:** https://www.linkedin.com/company/dodgy-or-not/
- **Instagram:** https://www.instagram.com/dodgyornot/
- **Youtube:** https://www.youtube.com/@DodgyorNot
- **Demo requests:** https://www.livelyco.com.au/contact

## Disambiguation

This entity is **Lively, a Learning Agency based in Sydney, Australia** (livelyco.com.au).