Disney unveils internet safety campaign fronted by the X Factor’s Ella Henderson
Disney has today announced the launch of an internet safety campaign, in association with Childnet and the Child Exploitation and Online Protection Centre (CEOP), in the run up to Safer Internet Day on 5 February.
The announcement forms part of Disney’s pledge to donate £3 million of its media inventory in Europe, the Middle East and Africa (EMEA) to support the work of its European safety partners.
The campaign will be fronted by X Factor singer Ella Henderson, with the casts of Disney Channel shows Good Luck Charlie and Jessietellnig the public to ‘Connect with Respect’ online.
Lucy Woodward, director of live services at Disney EMEA, said: “Safety has been a primary focus at Club Penguin since we launched the site more than seven years ago, and we continue to invest heavily in the people and technologies that ensure our site remains a safe and fun environment for our players. It is to complement this ongoing investment that we pledged to donate £3 million of Disney media to work with online safety partners including Childnet and CEOP to help raise the bar in safety education.
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
“Our research shows that both parents and children are more receptive to messages from their favourite characters, actors and singers so we’ve drawn on some high profile talent from home and abroad to star in our campaign. We hope to help ensure that parents and their kids understand how children can have safe, fun online experiences.”
Players of Disney’s Club Penguin will be able to complete a short safety quiz and download a virtual item for their penguin to demonstrate their commitment to safety.