Google’s new campaign ‘Find Your Balance’ by Redwood BBDO helps families have conversations about online safety
Google 'Find Your Balance'
The Big Idea
Comedian, writer and presenter Katherine Ryan is appearing in a new integrated Google campaign ‘Find Your Balance’ to encourage families to have more productive conversations about online safety.
With over two thirds of children using the internet every day, almost 60% of parents are concerned about online safety. Google offers several tools to help children and young people stay safer online, but wanted to go beyond tools and apps to further encourage proactive conversation and positive action.
The creative campaign, ‘Find Your Balance’, has been conceived, developed and led by Redwood BBDO, and is focused on equipping parents with the right questions to start conversations about online safety.
Dan Jude, Executive Creative Director at Redwood BBDO, said: “It’s been fantastic to work again with Google on a campaign that will help families to have important conversations about online safety. I know from experience how tricky it can be to talk to kids about what they’re getting up to on the internet, and it’s been great to see how the families in our campaign have already started the conversation.”
Making it Happen
Social media activations feature influencers from a variety of backgrounds showing how finding your balance online is different for every family, while a new website families.google provides an array of conversation starters for families alongside a central hub for tools and advice.
Spirit productions have worked with Channel 4 to deliver 2 x 30’ TV assets including C4 talent, Katherine Ryan alongside her daughter Violet. Within the creative we see them discuss the ‘Big Questions’ around Family Safety to encourage the nation’s families to have similar discussions in their own homes.
The campaign is the result of collaboration between 4Sales and Media Futures Group.