The Open Line

Client: Vodafone

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. With The Open Line, Vodafone used its scale, credibility and cultural presence to spark a national conversation. Reframing online safety not as a digital issue, but a human one. Rather than issuing warnings or instructions, we chose a different approach. The campaign was built on a simple belief: open, honest conversation between parents and teenagers is one of the most effective ways to keep young people safe online. 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 conversation. By moving the issue out of screens and into the real world, Vodafone made online safety visible, approachable and human. Social storytelling extended the conversation nationwide, encouraging families to talk more openly at home and we directed parents to practical tools and resources to help them continue those conversations.