London: Tesco Mobile, in collaboration with BBH, has launched a new campaign designed to help parents and carers better understand the digital language of today’s youth. Titled “Decode the Digital”, the campaign comes in response to new research commissioned by the brand, revealing that nearly half of parents lack confidence in interpreting the way children communicate online.
Prompted by growing concerns over online safety—amplified recently by Netflix’s hit show Adolescence, which spotlighted the layered meanings behind emojis and slang—Tesco Mobile’s initiative aims to bridge the communication gap between generations. According to Internet Matters, talking openly with children is a key method for keeping them safe online, yet many parents feel unequipped to start these conversations.
Through a multi-format rollout including OOH, radio, and digital display, the campaign decodes popular phrases and symbols used by young people online. By shedding light on this digital shorthand, Tesco Mobile seeks to give parents the tools to recognize signs that may require deeper conversations about internet safety.
Uche Ezugwu, Creative Director at BBH, commented, “As a parent, I’m particularly concerned about how to keep kids safe online, especially with all the current risks. I hope this campaign will raise awareness of how important it is to talk to your kids about their online safety, and also help parents start these essential conversations.”
Laura Joseph, Chief Customer Officer at Tesco Mobile, added, “We wanted our new campaign to land a powerful message with the aim to encourage parents and carers to start conversations with their children about the importance of online safety. We believe in empowering families with the knowledge they need to navigate the digital world safely, and I am so proud of our work in this space. To support these discussions, we offer a range of expert-backed tools & resources designed to foster open, informed conversations so we can help children enjoy everything the digital world has to offer, smartly and safely.”
The campaign complements Tesco Mobile’s ongoing efforts to equip families with digital literacy tools. Staff at its 500+ UK phone shops are trained to support customers with device setup and provide guidance on online safety resources.
The campaign is now live across the UK. Media duties were handled by EssenceMediacom.
