NSPCC: advert-body-2 by Leo Burnett

Leo Burnett London is behind the latest instalment of the NSPCC and O2’s ‘Share Aware’ television, VOD and radio campaign, which empowers parents to protect their children when they are online.

It responds 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.

The animated ad stars the character of Mia, who is voiced by acclaimed actor and comic Catherine Tate. Mia is a typical 10-year-old girl, assured but a little over-confident sometimes and needing guidance when she comes across unfamiliar situations online.

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 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.