Making the internet a safer playground
The internet is an incredible place for children to play and learn – but we all know that there are some deeply unpleasant things lurking in the darker corners. But a lot of parents don’t set parental controls – or have even heard of them. So we needed to bring the issues forward and urge parents to step up.
Children are naturally curious – and that’s a brilliant thing. But that curiosity can take you to some seriously nasty things if you’re online. But we didn’t want parents to stifle that natural curiosity – just give them a way to make those incredible journeys of discovery even safer.
We identified the four biggest issues facing children in today’s online world: violent acts or images, cyberbullying, sexting and pornography. Then we wanted to bring home the issues in powerful and provocative terms – without scaring or shocking. And we felt the best place to highlight the issues was where they took place – online.
Our high-profile and award-winning campaign called ‘Protect their Curiosity’ showed the online world through a child’s eyes – with stark films that demonstrated how an innocent search can go easily wrong. Putting a child front and centre meant that we could immediately appeal to any parents’ concerns and make the most of the limited time we had to tell our story.