Dennis the Menace gets his first smartphone
Pitch Marketing Group
But online safety for kids with phones is an issue that lives beyond Beanotown. By age 11, 90% of children will have a mobile device, but their parents aren’t equipped to protect them, with over half admitting they wouldn’t survive the online world if they were a child today. That’s why EE decided to take action and help educate parents about the risks of the online world and how to keep their kids safe online - with a little help from master of mischief, Dennis the Menace. EE teamed up with Beano Studios to create a bespoke comic book of Dennis and his cousin Minnie Minx getting their first phones and everything that follows - the good, the bad and the ugly - as well as providing tips and advice for parents. The comic book was printed and brought to life as animated video content before being distributed to parents nationwide via a bespoke digital hub and integrated campaign over the 6-week summer holiday. The results? 433k parents learned the digital skills needed to keep their children safe online with 82% saying they better understood the issue and how to address it. This was achieved through 3.95m content views, 86 pieces of media coverage & 47.7 million total impressions for campaign content.