Addressing the elephant in the algorithm
TMW Unlimited unveils a simple yet impactful spot as part of the UK Government's initiative to help parents talk to their children about toxic social media content.
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Credits
View on- Agency TMW Unlimited/London
- Production Company Greenroom Films
- Director Zak Ravzi
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Credits
View on- Agency TMW Unlimited/London
- Production Company Greenroom Films
- Director Zak Ravzi
- Audio Post Runamok Studios
- Creative Director Brian Brady
- Art Director Emelie Claxton
- Art Director Susie Booth
- Copywriter Jessie Coleman
- Copywriter Adam Ablo
- Executive Producer Lucy Ball
- Producer Michael Evans
- DP Sy Turnbull
- Editor Lee Archer
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency TMW Unlimited/London
- Production Company Greenroom Films
- Director Zak Ravzi
- Audio Post Runamok Studios
- Creative Director Brian Brady
- Art Director Emelie Claxton
- Art Director Susie Booth
- Copywriter Jessie Coleman
- Copywriter Adam Ablo
- Executive Producer Lucy Ball
- Producer Michael Evans
- DP Sy Turnbull
- Editor Lee Archer
The UK Goverment’s Department for Science, Innovation and Technology has launched this subtle and effective campaign, created by TMW Unlimited, encouraging parents to start conversations with their kids about harmful online material.
The film at the heart of the initiative, directed by Zak Ravzi through Greenroom Films, juxtaposes a very ordinary British family scene with a voiceover explaining the insidious content a teen boy is scrolling through, his parents completely unaware.
The campaign comes at a time when adults are increasingly aware of the content most young people are exposed to online, but many are still unsure how to approach this topic with their children.
It encourages parents to engage with new guidance that has been made available, all backed by behavioural research and academic insights. This includes conversation prompts and age-appropriate advice for tackling misinformation and harmful content, including rage bait and misogyny.
