CANNY CONTENT EXPOSES THE DIGITAL KNOWLEDGE GAP FOR VODAFONE

Do you know what GRWM means? Or OOMF? Have you heard of BeReal? No? You’re not on your own. Most UK adults and parents are being left behind by kids’ online knowhow. In fact, our recent campaign for Vodafone showed that children’s digital knowledge surpasses their parents by the age of 12.

We proved the need for Vodafone’s new online parental information and tools hub, Digital Parenting Pro, by commissioning research which explored the digital knowledge gap between parents and kids. Timing the launch around Safer Internet Day gave the story even more legs.

It’s a heavy subject. One of those constant parental niggles. So we also delivered our message in a more feelgood, engaging wrapper, by partnering with Oh My! to create this super cute online safety demonstration for social media. Inspired by inflight safety videos, the tongue in cheek content shows a child educating her dad on digital safety.  

 The result? 223 pieces of coverage to date, including 12 pieces of national coverage such as The Sun, The Independent, Daily Star and Daily Mirror, 19 pieces of regional coverage, and counting.