Home Office, child safety on the internet by RKCR/Y&R

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The Home Office is aiming to make the UK the safest place in the world for children to use the internet. As part of this drive, Rainey Kelly Campbell Roalfe/Y&R has created a set of press ads highlighting to parents the dangers children can be exposed to on the web. It urges them to be more aware of what sites their kids use. The first ad, "bedroom", deals with the issue of paedophiles using the internet to meet children. In the ad, a girl is sitting in her bedroom while a man stares at her through her window. The line says: "You wouldn't allow strangers to watch your child in the real world. Why allow it in the virtual world?" The scene around the main characters is pixelated to draw the eye to the main image.

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Released: 25 January 2006

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Project name
Child protection on the internet
Sharon Sawers, strategic communications adviser at the Home Office 
To get parents to take an interest in what their kids are up to online
Creative agency
Rainey Kelly Campbell Roalfe/Y&R
Adrian Lim (print), James Fryer & Mike London (radio)
Art director
Steve Williams (print)
Andy Green
Megan Thompson
Media agency
Starcom (radio), MediaCom (press), I-level (online)
Media planner
Andrew Mortimer @ MGM
National Press, radio, online

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