Client: Tesco Mobile
Tesco Mobile, committed to being 'the family choice' network, addressed the growing concern around children's online safety, particularly misinformation. Partnering with Internet Matters, Tesco Mobile launched an online safety grant worth up to £200,000 for primary schools, aiming to raise awareness of their commitment, drive grant applications and increase use of Digital Matters' online safety modules. Our strategy focused on making the issue of misinformation tangible and engaging for young audiences. Research revealed 8 in 10 parents worry about fake information online, while half of children trust influencers over traditional news. This insight led to "Phoney Friends," a creator-led campaign designed to teach critical thinking. At the heart of the campaign was an interactive film featuring gamer and streamer, Angry Ginge. Using familiar YouTube-style formats and gamified storytelling, the film challenged audiences to identify the “real” Angry Ginge among AI-generated and misleading lookalikes, demonstrating how easily misinformation can deceive online while encouraging children to question what they see before believing and sharing content. Angry Ginge's personal experience with misinformation added authenticity and credibility, enabling him to deliver practical online safety advice across social and traditional media. ‘Phoney Friends’ became an educational tool used in schools, encouraging grant applications for vital online safety resources. The campaign generated 266+ pieces of earned coverage, 3M+ social views and 19 broadcast hits, while driving 18,838 primary school nominations and 1,348 applications - exceeding targets by 237%. It also delivered lasting classroom impact, with 237 schools registering to Digital Matters and 1,773 lesson downloads.
