A behaviour-change campaign designed to help parents of 11–14-year-olds confidently talk about sex, relationships, and online risks. Built around the insight “If you’re not having the conversation, someone else is.”
Awarded both the Grand Prix and Gold at the PANI Awards, this campaign was recognised for tackling one of the most sensitive challenges in modern parenting with clarity, creativity, and real impact. By combining a powerful, behaviour-shifting insight with a practical, expert-led platform, the work not only cut through culturally but drove meaningful change, empowering parents to take an active role in conversations that shape their children’s understanding of relationships and the digital world.
