Ad of the Day: EE's 'safer sims' helps parents navigate social media minefield

"EE has unveiled its new campaign, 'Safer Sims,' that aims to help parents navigate giving their kids a phone for the first time. Launching ahead of the start of the new school year, when many families are weighing up if now is the right time for a child to get a phone, the project is built on the insight that only 52% of parents feel they have the right tools and guidance to manage their child's smartphone and social media usage."

"Set on the first day of school, the film shows a parent handing their child a smartphone for the first time - a moment filled with hope and anxiety. As imagined scenarios play out, from fun with friends to feelings of isolation, the ad reflects the parent's fears and desires. It ends with the reassurance of EE's 'Safer Sim,' showing kids happy, connected and safe."

EE launched the 'Safer Sims' campaign to help parents navigate giving kids a phone for the first time, addressing concerns about smartphone and social media management. Research showed only 52% of parents feel equipped with tools and guidance to manage children's device use. The campaign film depicts a first-day-of-school moment where imagined scenarios range from social joy to isolation, concluding with EE's Safer Sim reassuring safer, happy connectivity. The wider campaign includes out-of-home, radio, social, influencer, digital, and retail activity, with creative and media roles handled by Saatchi & Saatchi, Boomerang, Digitas, WPP Media, and Posterscope.

Read at The Drum