Counter Terrorism (CT) Policing and The Sun have launched a new safety campaign 'Run, Hide, Tell' in the hope of educating the younger demographic about what to do in the event of a terrorist attack.
The collaboration sees a number of celebrities with a tough reputation each showing their support, such as Bear Grylls, Jade Jones and Ant Middleton. In the 45-second video, each person explains how they have used their strength and ability over the years and how despite this, teens should always "run, hide and tell" when faced with a threat.
The somewhat alarming campaign urges people to seek a safe place rather than trying to film or tweet the events, although noting that terror attacks are still currently few and far between.
Kate Bird, chief marketing officer at the Sun, said she believed the campaign "demonstrates the breadth and depth of our media channels amongst younger audiences, particularly social".
She said: "The ability to reach millions of 11-16 years olds across social, digital and print made us the ideal partner of choice for this activity. We are confident that we can land CT Policing’s critical message with a previously hard to reach younger audience, equipping them with potentially life-saving information.”
The campaign will run digitally, in print and on social, including on The Sun's Snapchat profile and via its network of influencers.
The Sun has also created an emoji to encourage people to share the information across their own platforms.
“We appreciate that talking to young people about terrorism can be scary, for parents and children alike," said Lucy D’Orsi, national lead for Protective Security, deputy assistant commissioner. "But the atrocities in London and Manchester have sadly resulted in some of the youngest victims of terror this country has ever seen, and if we are able to teach children to act in a way which could potentially save their lives then it is our responsibility to do so.
“We are particularly concerned when we see people – young and old – using their mobiles to film scenes when they should be moving away from the danger. The recent incident in Parsons Green is a good example of this. Our research showed that many young people think filming would be a good thing to provide evidence for police. We must get them to understand that the priority must be their safety.”