The Open Line

As digital life becomes ever more complex, British families are facing a growing crisis. Teens spend more time online than any generation before them, and with that comes exposure to misinformation, cyberbullying and the pressures of social media. For parents, knowing how to keep their children safe can feel overwhelming. Research shows 58% of parents feel profoundly overwhelmed by the pace of new technology and its impact on their children’s lives (Ofcom, 2023).

Most parents today don’t know who to talk to about online safety. The Open Line was created to change that through collaboration between Vodafone and the NSPCC. Built on the shared belief that open, honest conversation is one of the most effective ways to keep teens safe online, the campaign focused on removing barriers to dialogue rather than adding more rules or warnings. Vodafone brought scale, visibility and cultural reach, while the NSPCC brought deep safeguarding expertise, credibility and practical support for families. At the heart of the campaign was a bold idea: a bright red bench and phone placed in public spaces inviting parents to sit down and speak directly with teenagers about what’s really happening behind the screen. No scripts. No judgement. Just open conversation. The physical installation sparked real-world dialogue, while social storytelling extended the conversation nationally. Parents were also guided to trusted tools and resources developed by Vodafone and the NSPCC, helping turn conversation into action. The Open Line transformed online safety from an abstract issue into something families could talk about together.