The government will this month launch the second phase of its
internet chatroom safety marketing push with a through-the-line campaign
to warn teenagers about the dangers of talking to strangers on the
web.
Unveiled by Home Office minister Beverly Hughes, the initiative includes
cinema and radio executions, supported by an educational web site,
thinkuknow.co.uk.
The campaign, created by Ogilvy & Mather, is designed to alert young
people to the potential risks of revealing personal information while
talking in internet chatrooms. It follows the launch last month of press
activity aimed at parents. This informs them that while chatrooms are
not dangerous in themselves, there is a risk that paedophiles may use
them to prey on children.
The cinema spot begins with the camera focusing on the ceiling of a
bedroom while the voice of a young boy describes what he enjoys doing in
his spare time. The camera pans down to reveal the voice comes from a
grown man. The stark warning to children is that people they contact via
the internet may not be who they say they are.
Media planning for the campaign is by Manning Gottlieb Media.
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