Fresh paedophile awareness drive gets online focus

The rise in mobile phone and computer use among children as young as ten has led to a refocus of Home Office promotional activity surrounding the dangers of paedophiles.

While last year’s campaign focused on warning children aged 14 to 16, next year’s PR push, which starts in January, is to target children in the 10-to 12-year old age group.

Ellie Springett, consultancy head at the campaign’s retained agency August.One Communications said: ‘This younger age group is becoming more aware of technology, has more PC access and is more likely now to use mobile phones.’

A key message in this fresh campaign is to warn children not to post their mobile phone numbers on the internet.

Springett said next year’s push will have a greater focus on radio, particularly digital radio stations, which she said are increasingly heard by children using computers.

The three-month campaign is to be backed by newly created radio advertising.

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