The Challenge

Counter Terrorism Policing needed to reach teen boys (13–17) with an important safeguarding message about the consequences of sharing terrorist content online. But teens are difficult to reach through broad demographic targeting alone, as they consume content across fragmented platforms and communities. To drive meaningful engagement, the campaign needed a more intelligent approach – combining deep audience understanding with age-appropriate, privacy-safe media planning.

Key challenges:

➜ Reaching a fragmented teen audience with precision
➜ Making complex public safety messaging relevant and motivating
➜ Ensuring the campaign reached age-appropriate teens, not younger users