We helped young people to feel empowered about their online lives

The challenge

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. They believe in making the internet a safe and inclusive place for everyone. Our brief was to develop an empowering, impactful story that acknowledged the risks whilst also highlighted the positives of being online.

Our approach

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. 

The results

We secured a reach of over 682 million people across 96 print and online outlets. Highlights include MetroTES 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.

 

The team at Stand for Safer Internet Day 2021 have been a tremendous support across the entirety of the campaign. We are extremely grateful to the team for being a driving force in collating such an amazing breadth of coverage, during what has undoubtedly been a difficult time to break through the news agenda.

Kate Jones

Deputy CEO of Childnet International