The Drum Awards Festival - Official Deadline

-d -h -min -sec


UK charity Action Against Abduction appoints Cubo to bring 70s Stranger Danger campaign up to date


By Richard Draycott, Managing Director

February 3, 2017 | 2 min read

UK Charity, Action Against Abduction, has appointed Cubo as its creative agency as it looks to introduce a new campaign to empower children to keep themselves safe.

The charity does extensive work in promoting how to protect children from the threat of abduction and this year the organisation is introducing a new campaign to replace the outdated ‘Stranger Danger’ campaign that is still commonly taught in schools and homes across the UK.

The aim of this new approach is to give children the skills and confidence to keep themselves safe, rather than tell them that every stranger is a threat.

Geoff Newiss, chief executive at Action Against Abduction, said: “The Stranger Danger campaign has been firmly embedded over the past 40 years and I don’t think there is a child or adult today that hasn’t heard the mantra. However, we know that it doesn’t work for today; it is not always strangers that might try and harm children. Equally, the vast majority of strangers pose no threat. We believe we need to equip children to be safe, not scared, and this is what we’re looking to do with Cubo.”

Newiss continues: “From the outset, the Cubo team have displayed a clear understanding and a passion to achieving our aims, and their strategic and creative expertise makes them a perfect fit for this brief; we’re looking forward to being able to reveal the new campaign to the public.”

Joe Rolls, group account director at Cubo, added: “The ways we keep ourselves fit and healthy have evolved since the 70s, and yet the rules we use to keep our children safe have not. We’re delighted to be working alongside Action Against Abduction to address this issue, and hope that the new campaign we create for them will give children a much clearer understanding of how to keep themselves safe, in any situation.”


Content created with:

More from Marketing

View all


Industry insights

View all
Add your own content +