Category 5: Renfrewshire Council- Joint Internet Safety TV Advertising Campaign

The Joint Internet Safety TV Advertising Campaign brought together four local authorities to create a two week public awareness campaign with a reach and power far beyond what was available using local press advertising, but with a comparable cost. The powerful TV campaign warned children and young people about the dangers of posting their personal information on the Internet. Some 60% of 13 to 17 year olds have personal profiles on social networking sites and the Child Protection and Online Exploitation Centre (CEOP) has identified self-posted content as an area of urgent concern. The campaign reached 1.46million people and increased the number of visits to the CEOP Thinkuknow website (www.thinkuknow.co.uk), in the West of Scotland, by an average of 850%. The Thinkuknow website contains age appropriate information for parents, children and young people about protecting themselves from identity theft, cyber bullying and online sexual predators.

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