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DDB Group Aotearoa launches integrated campaign for E-safty
DDB Group Aotearoa, Samsung, Safe Surfer and Auckland Intermediate School have joined forces to create ‘The Worst Children’s Library’.
With the creative talanet across the DDB Aotearoa Group, this integrated campaign brought to life the scale of harmful content kids encounter online.
‘The Worst Children’s Library’ saw Auckland Normal Intermediate School’s library shelves stripped of regular, innocent material, and replaced with books representing harmful digital content children are exposed to.
According to bespoke data, every book was something a child has seen or experienced online.
The data set was created from multiple global sources. It includes courts and police documentation, academic studies, government research and news reports.
The library also showcases over 1000 books catalogued in a ‘Dewey Decimal System of Harm’. The topics ranged from toxic masculinity and hate speech to self-harm and animal cruelty.
The confronting titles include: ‘100 Ways To Self-Harm’, ‘Cruel Ways To Kill Animals’ and ‘1,2,3, Count Calories With Me’.
DDB Aotearoa’s group chief creative officer Matty Burton says that ‘The Worst Children’s Library’ produces a visual and emotional reaction. It becomes a “powerful tool” to educate parents about what their children encounter online.
“Parents will never know about the worst stuff that their kids have seen online. Because their kids will never tell them. So we needed to come up with a way to demonstrate the scale of harmful content that children have seen,” Burton says.
“Bringing it into a familiar school setting really hammered home the warning to parents everywhere. It really exposes how shocking the content really is.”
A campaign to save
The R18 library was open to the public over the weekend of April 5 and 6.
Parents, teachers and government ministers booked out every session to witness the eye-opening reality of children’s online world. They access tools and resources to help protect kids from digital harm.
Shannon Watts from Samsung says it was important to create a way to empower parents to take control of children’s online safety.
“In partnership with Safe Surfer, we are proud have been able to help bring the ‘The Worst Children’s Library’ to life. And provide a tangible demonstration to educate parents on the real threats they need to protect their children from.”
In today’s world, staying connected with our kids is essential. Mobile phones have become almost a necessity. But parents must understand the risks of unlimited internet access. This is especially important when children may not fully grasp the context of the content they encounter, Surfer adds.
‘The Worst Children’s Library’ was launched by DDB Group Aotearoa as an initiative for Safe Surfer and Samsung New Zealand.
Safe Surfer is an innovative platform that uses smart technology and filtering to protect kids from harmful content.
Last year it partnered with Samsung to launch the Kid-Safe Smartphone: a world-first phone with customisable. It has in-built safety features and filtering designed to safeguard young users from online harms while keeping them connected.
