We ignited a national conversation to empower young people about their online lives

The challenge
The UK Safer Internet Centre coordinates Safer Internet Day every year in the UK, a global advocacy day encouraging safe and responsible technology use for young people.

Safer Internet Day is a competitive news day and our brief was to inspire a national conversation around young people’s internet use.

Our approach
With daily news stories around the risks that young people face online, we saw an opportunity to cut through the media noise. The key was to empower young people with a story that felt honest and positive, not patronising.

Working alongside the UKSIC team, we surveyed young people’s experiences of technology in their lives and relationships. The findings revealed the positive role of technology in how young people develop relationships and maintain their social lives. It also showed some of the risks and pressures that young people are facing.

Armed with a strong story and stats, we launched a full-scale national, regional, broadcast and online sell in. We co-ordinated our sell in with key Safer Internet Day partners including the BBC, BT and Liverpool FC to maximise the impact of the day.

Knowing it would be a competitive news day, we secured briefings with key media in advance to ensure we were best placed to land quality coverage.

The results
We secured extensive media coverage on Safer Internet Day with a total reach of over 531million people.

The UKSIC’s research and spokespeople were featured in broadcast coverage across the day including BBC 6 o’clock News, national and regional BBC Radio stations, ITV News and Sky News.

We secured coverage with major nationals including Mail Online, the Sun, and the Independent.

UKSIC spokespeople were interviewed and quoted over 30 times, using our research as a springboard for discussions around young people’s online lives.