Cannes Lions

Mia's Thoughts

LEO BURNETT LONDON, London / NSPCC / 2017

Film
Film
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Description

We first see Mia, a ten-year-old girl, about to cross a road. Before she does, she imagines the consequences of not looking both ways. But she knows to ‘Stop, look and listen’, which she does before safely crossing.

We next see her in the park. A stranger approaches her, offering an ice cream. Mia imagines the possibility of this man being sinister before shaking her head. She knows not to talk to strangers.

We then see Mia at home, playing on her tablet. A pop-up window appears with “Share your location with Stevie164?”. Mia hesitates as she tries to imagine the outcome. She can’t.

She clicks ‘yes’. The window changes to show a middle-aged man with a dot moving towards her across a map. Mia gasps in horror.

We’re then told that just like in real life, kids need guidance to stay safe online. For advice, search ‘Share Aware’.

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