Addressing the elephant in the algorithm

The UK Goverment’s Department for Science, Innovation and Technology has launched this subtle and effective campaign, created by AgencyTMW (Part of Accenture Song), encouraging parents to start conversations with their kids about harmful online material.  

The film at the heart of the initiative, directed by Zak Razvi 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 oblivious.   

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 the subject 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.