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CPOI The aim of the campaign was to shock children aged 11-14 into reassessing their behaviour online. In the ads a predatory figure masked by an emoticon illustrates how easy it is for people to disguise their intentions and identity in the virtual world. You would not invite this character to join your gang in real life, so why allow it to happen in an online environment such as Messenger? Profero commissioned the photography and video shoots. The ads are set in scenarios such as parks, buses and stairwells, conveying a sense of urban realism. They click through to www.thinkuknow.co.uk where the campaign landing pages provide information about how to stay safe online. |
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