Save the Children knows that lots of children are in danger when they are online. The biggest problem is the generational gap between kids and adults. The challenge was to create awareness of this problem with a TV ad to be launched on the “Safer internet day”, able to talk to both generations: kids and parents. The creativity plays around the double meanings of words off and online. We wanted to show parents and children that even if their worlds are completely different and sometimes they look like disconnected, they need to stay together as “together they are more connected and safer”.
