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By Natalie Mortimer | N/A

Leo Burnett


NSPCC article

January 9, 2015 | 2 min read

The NSPCC has created a campaign to highlight the dangers of children sharing too much information on social networks.

The Share Aware campaign, created by Leo Burnett Change, is aimed at parents of eitght to 12-year-old children and features two animations which will be shown on prime time TV and digital spaces from today until 7 February.

The animated films entitled I Saw Your Willy and Lucy And The Boy, follow the stories of two children who share too much about themselves online. Both films aim to comminucaite the message that although children are taught that it’s good to share, this is not always the case online.

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Media, planned by OMD UK, includes 10-second TV teaser spots which are set to launch tonight during Coronation Street and will run across the weekend.

A social media campaign will run concurrently until 7 February to raise awareness and educate parents about Share Aware.

Tessa Herbert, head of marketing at NSPCC, said: “We know that online safety is one of the top issues that concerns parents and that they often feel out of their depth, out of control and confused.

"We worked with Leo Burnett Change who developed an engaging and very impactful creative that illustrated the possible risks of children socialising online and directed parents to further information and advice.”

The campaign follows new guidelines produced by the NSPCC alongside digital agency Beyond to help inform parents about the potential risks and benefits of different social networking sites used by children.


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