Home Office and COI - Smart online, safe offline: how advertising changed the attitudes of a generation to make them safer

Jesse Basset

This 2006 campaign for The Home Office focused on child protection on the internet. The key objective of the campaign was to protect young people from the dangers of paedophiles by getting them to adopt safe behaviour online.
Agency: ProferoAuthor: Jesse Basset

Home Office and COI – Smart online, safe offline: how advertising changed the attitudes of a generation to make them safer

THE TASK

Our task was to develop a campaign for The Home Office for Child Protection on the internet. The key objective of the campaign was to protect young people from the dangers of paedophiles online by getting them to adopt safe online behaviour. The campaign was to focus primarily on 11–14 year olds, as this is the age at which young people start exercising their independence and taking more risks in...

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