Tesco Mobile Online Safety

Tesco Mobile is helping parents decode their kids' digital language in its latest campaign from BBH.

New research, commissioned by Tesco Mobile, shows that almost half of parents and carers are not confident in understanding the language that children use online. Concerns around online safety have never been more prevalent. Earlier this year, Netflix’s hit show Adolescence sparked conversations around the language young people use online, with seemingly innocent emojis and words carrying deeper — and sometimes concerning — meanings.

According to Internet Matters, having conversations with children can help them stay safe online. But for parents, it can be difficult to know where to start when you’re not speaking the same language.

In its latest campaign, Tesco Mobile hopes to engage, educate and reassure parents in understanding the language their children speak online, and show that connecting through meaningful conversations can be a powerful first step.

With a series of OOH, radio and display executions, the campaign aims to decode some of the common terms that young people use online, ensuring that parents have the tools they need to start conversations — and also helping them pick up on phrases that could signal a chat about online safety is needed.

This campaign is just part of Tesco Mobile’s ongoing efforts to empower families in approaching online safety conversations in more relatable and engaging ways with expert-backed tools and advice. All colleagues across Tesco Mobile’s 500 phone shops are trained on how to support customers with device setup and are equipped to direct parents on how to access relevant tools and resources.