The Times has partnered with the NSPCC for the first video campaign to run following parent company News Corp's buyout of distribution platform Unruly, a move that will see the publisher use the ad platform to bring scale to its video inventory.
The campaign was built on insights gathered following the terror attacks in Paris last year as the NSPCC saw a steep increase in calls from children concerned about terrorism.
Seeing a need to help parents talk to kids about the subject, The Times and Unruly worked with NSPCC to create a Gogglebox-style video campaign. It centres on a two-minute video, created by Don’t Panic, which features footage from Sky News’ coverage of the Paris attacks alongside children’s reactions, concerns and interactions with parents as they watch it.
It marks the first time The Times' editorial content will be pushed out via Unruly’s distribution platform Unruly Activate, since it was purchased by News Corp last year in a £114m deal. Unruly will deploy a mix of their video formats for the campaign, including in-page and in-article, targeting parents and those with a political interest.
Meanwhile a social media push will promote the video by offering parents tips on how to broach the subject with children through the hashtag #everychildhood.
Chris Duncan, chief customer officer, News UK, said: “This campaign is a prime example of the innovative and creative solutions that News UK develops to bring a clear message to an engaged audience. Working closely with Unruly for the first time on editorial content for The Times is exciting and a sign of the ongoing digital transformation of News UK as a whole.
“The resulting NSPCC video is a strong and important piece of content that will educate and help parents discuss and allay children’s fears in a time when terrorism is a widely mentioned subject.”
The video will be live from 21 February on The Times website and app.