Unruly's first project for News UK is NSPCC video to help parents talk about terrorism

The NSPCC urges parents to explain terrorism to their children in a new film being published on The Times' website.

The film follows a report in the newspaper about a surge in demand for NSPCC’s Childline service following the Paris terror attacks in November 2015, prompting the NSPCC to commission a Gogglebox-style film.

Childline said 374 counselling sessions to date had happened, with children ringing Childline worried about Isis and the risk of terror attacks in the UK.

The two-minute film, created by Don’t Panic and distributed by Unruly, includes tips for parents on discussing worries that young children may have about their religion and about terrorist threats.

The people in the video watch Sky News’s coverage of the Paris attacks. The video focuses on the children’s reactions, concerns and interactions with parents as they watch it.

The video goes live on Sunday, 21 February at 5pm and will be viewable on The Times web site to both members and non-members.

It is the first instance of The Times’ editorial content being distributed using Unruly’s platform, Unruly Activate, since the ad tech company was bought by News Corporation (the owner of The Times' publisher News UK) for an initial £58 million last year.

The video ad tech company will use a mix of online formats in a bid to reach a wide audience across paid, owned and earned media.

Unruly was founded in 2006 and uses sharing data to predict if a film will go viral, or ways to improve its chances of being viewed or shared. It also offers in-feed mobile advertising technology. 

Chris Duncan, the chief customer officer at News UK said: "Working closely with Unruly for the first time on editorial content for The Times is exciting and a sign of the ongoing digital transformation of News UK as a whole. "

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