Agency: Zeno London
Client: Ofcom

70% of UK 13 to 24-year-olds* have seen harmful content on social media in the past three months, but few report it and most scroll on by. This desensitisation leads to acceptance that social media platforms are places ‘where negative stuff just happens’. And the cycle of harm continues. As the regulator for UK-based video-sharing platforms, Ofcom has a mandate to police the platforms, but regulation in isolation is not enough, so we launched a social-first campaign with TikTok sensation Lewis Leigh – Only Nans – to encourage young people to report harmful content when they see it online.