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Award: Graphite Pencil

Graphite Pencil / Online Advertising / Online Advertising / 2007

The 'smart online, safe offline' campaign encourages children aged 11 to 14 to reassess their behaviour and think twice before giving out their details to strangers they meet online. Featuring a creepy figure with the face of a smiley emoticon that lurks menacingly near young children, the ads provocatively illustrate how easy it is for paedophiles to disguise their intentions and identity online. The at home execution dramatises a horrifying consequence of giving out personal details to strangers online. 'Smart online, safe offline' informs children that they need to treat the internet as part of the real world, with real consequences.

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