Client: National Education Union
Robbed: Big Tech’s Little Victims is a high impact campaign by the National Education Union, supported by a coalition of organisations, that helped drive a significant shift in the UK Government’s position on children’s online safety within nine months. At launch in September 2025, ministers rejected raising the minimum social media age from 13 to 16; by April 2026, the Government had committed to introducing age or functionality restrictions. The campaign played a central role in building the public and political pressure behind this shift. The strategy reframed the debate from abstract concerns about “screen time” to a clear, moral argument: children are being harmed – and profited from – by algorithm driven platforms. This was delivered through a phased approach combining agenda setting research, emotionally resonant storytelling from parents and teachers, and sustained political engagement. The creative platform “Robbed” positioned Big Tech as actively stealing childhood, making responsibility unmistakable. This was brought to life through high visibility stunts and authoritative evidence, culminating in The Algorithm Experiment – a powerful proof point demonstrating how quickly harmful content is served to young users. The experiment generated major broadcast coverage, reached mass audiences, and provided policymakers with tangible, first-hand evidence. With over 400 pieces of coverage and direct engagement with ministers and MPs, the campaign successfully helped move the issue into the political mainstream. Crucially, it combined public support with Westminster pressure – shaping national debate, prompting responses from platforms and helping catalyse a Government consultation on raising the social media age.
