We helped young people to feel empowered about their online lives
The UK Safer Internet Centre (UKSIC) coordinates the UK’s annual Safer Internet Day, a global advocacy day encouraging safe and responsible technology use for young people. Our brief was to develop an empowering, impactful story that acknowledged the risks whilst also highlighted the positives of being online.
We knew the key to success was placing young people at the heart of the conversation. Our research told a balanced and nuanced story: sharing content helps young people connect with the world, but a lack of clarity around the ‘rules’ of consent causes confusion.
We secured support from partners including the BBFC, BBC and major internet service providers to maximise impact. We leveraged a breaking news story to ensure UKSIC’s messaging was part of the conversation.
We secured a reach of over 682 million people across 96 print and online outlets. Highlights include Metro, TES and i News. Broadcast highlights include BBC Radio 4’s You and Yours and BBC World Service.
UKSIC’s Digital Leaders, young ambassadors for the scheme, interviewed the Department of Health and Social Care’s Chief Medical Officer on BBC News at 6 and 10, around the Department’s newly-published advice to parents about screen time.