Saudi Telecom Company: What are we allowing

Telecoms operator stc used a multimedia campaign to highlight the dangers lurking online and launch its Tuby child protection app to parents in Saudi Arabia.

Campaign details

Brand: Saudi Telecom CompanyBrand owner: Saudi Telecom CompanyAgency: Wunderman Thompson KSAMarket: Saudi ArabiaIndustries: Telephone & internet servicesMedia channels: Online video, Radio & audio, Social media, TelevisionBudget: 500k - 1 million

Executive summary

Stc's Tuby is the first Saudi-specific child-safety app blocking inappropriate content. But how could we show parents the evolving nature of online threats and increase app usage?

We show them what they don't see. First, through a shocking film exposing parents to kids performing dangerous viral challenges. Then, we fuelled the much-needed conversation...

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