The Sharenting Report

The Sharenting Report, Cohn & Wolfe / Barclays
In a year when data would become an increasingly complex topic, C&W's strategy had to be simple if it was to position Barclays as helping its customers cut through life's complexities. Based on a simple insight - that proud parents can't help but share - online sharenting was identified as a relatable and relevant theme. By quantifying its financial impact in the future, which had never been done before, we positioned parents as the 'weakest' link in the protection of their children's digital futures, to give the story clear talkability - particularly among journalists and TV presenters who were parents themselves