Kids have their own online language. It gives them power, makes them cool…and because online predators are increasingly clever, makes them vulnerable. Adults are, for the most part, locked out of online teen talk. 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.

Earlier this year, Netflix’s hit show, Adolescence, ignited 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.

So BBH London and Tesco Mobile stepped in to help with a campaign that deciphers some of the “unscrutable” terms, backing up Tesco’s tools, advice and resources to help adults keep kids safe online, and encouraging adults to start safety conversations with their children.

Credits:
Creative Agency: BBH London
CCO: Alex Grieve
Executive Creative Director: Felipe Guimarães
Creative Directors: Uche Ezugwu, Genevieve Gransden, Selma Ahmed
Creatives: Camila Gurgel, Ieva Paulina
Head of Design: Liam Thomas
Designers: Sophie Harper, Keiti Collins, Lucia Volpe, Tony Carrington
Deputy CSO: Saskia Jones
Strategy Director: Hannah Slapper
Senior Strategist: Tom Papaloizou
Business Lead: Sarah Rodrigues
Account Director: David McConnell
Account Manager: Joe Clark
Print Producer: Amy Grady
Digital Producers: Darryl Lally, Anisha Anand
Radio Producers: Pete Wiltshire, Ted MacDonnell
Media Planner: Nicola Evans

Media Agency: EssenceMediacom
Sound Studio: Factory Sound Studio
Sound Engineer: James Utting

Client: Tesco Mobile
Chief Customer Officer: Laura Joseph
Marketing Director: Emma Herridge
Brand Campaigns Lead: Zea Westwick
Brand Campaign Managers: Holly Garrett, Carolina Molina
Brand Campaign Executive: Joel Peters