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.
