THE IDEA

The problem is, AI-powered algorithms are an invisible force and their impact is almost impossible for parents, caregivers and teachers to fully understand. We needed an idea that pushed the problem into the spotlight and made the invisible, visible.

So, with a taskforce of key opinion leaders, we lifted the lid on the impact of these harmful algorithms on Britain’s young boys – revealing that those aged 11-14 are being served harmful content in as little as 60 seconds of being online, and 6 in 10 have been exposed to misogynistic viewpoints.

We launched the findings alongside a powerful piece of video content telling the story of teenager, Olly, whose worldview – and behaviour towards his family and friends – becomes increasingly warped by ‘new friend’ Al. The finale revealing that Al isn’t in fact a new friend but a personification of Olly’s online Algorithm.

THE RESULTS

• 280 pieces of coverage
• 61 broadcast including the lead segment on GMB and Sky News Radio
• 9.6m paid impressions and 3.7m video views 28% increase in agreement that Vodafone is a brand that pushes for change in online safety
• 15% increase in positive sentiment
• 8% increase in trust