NSPCC is launching a new campaign as part of its ‘Share Aware’ strategy – backed by O2 and Mumsnet – designed to empower parents to protect their children when they are online.
The animated ad, voiced by Catherine Tate, features the character of Mia, a typical 10-year-old girl, assured but a little over-confident sometimes and needing guidance when she comes across unfamiliar situations online.
Comprising TV and video on demand, it is supported by a radio ad which highlights a young girl’s indecision over whether she should share her location with a stranger.
Both ads, created by Leo Burnett, encourage parents to search “Share Aware” online where they can find a range of advice and tools to help them talk about and explore their child’s online world.
The overall aim is to respond to parents’ concerns that while they can equip their children to cope with real world dangers, they have little control over what their children access the internet via their personal tablets and smartphones, and a feeling that it’s impossible to keep up as new apps appear so quickly.
OMD UK, which is handling media planning and buying, pulled together a partnership with Mumsnet, NSPCC and O2 to jointly provide resources for parents so they can become experts in their child’s online world.
The partnership which launches on Tuesday 16 May includes a Facebook Live on how to talk to children about safety online, with NSPCC’s Head of Child Safety Online, Claire Lilley, O2 Internet safety expert Conor McGee and Mumsnet co-founder Carrie Longton. In a first for Mumsnet, there will also be a simultaneous Twitter party, so parents on both platforms will be able to ask questions using the #ShareAware hashtag.
The Share Aware campaign has been created as a partnership between O2 and the NSPCC and this is the third creative execution in the series. It breaks this week and runs on Sky channels, ITV.com and Sky GO, with the radio spot appearing on Newslink, the Absolute Radio network, the Heart Radio network and GTN.
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