USING CSR TO SHIFT PERCEPTION
Internet Matters is a not-for-profit giving advice to parents on e-safety issues. It wanted to demonstrate its valuable work to industry, regulators and consumers. Backed by the UK’s leading internet providers, BT, Sky, TalkTalk and Virgin Media, it was the first time the industry had come together to tackle internet safety. The brand CSR story was led by the knowledge that children’s online safety was one of the most important issues to customers.
Research told us that 61% of parents believed online safety was the responsibility of internet providers. It led us to a clear insight; parents felt the solution lay with tech giants. We saw the solution wasn’t just about technology, but about engaging parents to help them understand the role they have in children’s digital safety.
We built a press office to create a drumbeat of news and reaction to e-safety stories focusing on mainstream press; a trusted information source for our target audience. Building strong relationships here was crucial to establishing Internet Matters as a credible voice.
The activity was underpinned by seasonal campaigns, at times when parents are looking for more advice on e-safety, including Summer Holidays, Back to School and Christmas.
We have delivered an average of 1,000 pieces of press coverage per year and in three years, Internet Matters has become one of the most recognised e-safety groups in the UK. Website visits increased from 561k to over 2m.