Internet Matters wanted to announce EE as a new partner and also find a way to communicate with parents in the run-up to Christmas about setting parental controls on devices before they gave them to their children.

We knew that 35% parents were planning on buying their children phones or tablets for Christmas but 40% weren’t thinking about their children’s online safety. That insight got us thinking about the acres of blank space parents see every Christmas – the inside of wrapping paper. So where better to speak to parents and share easy-to-follow advice?

Working in partnership with Internet Matters and EE, we proposed a festive wrapping paper, distributed in store throughout Christmas. With a typical festive feel on the outside and tips for parents buying and setting up technology for their children on the inside, sheets of wrapping paper were offered to parents at point of sale in EE stores. The paper also included a call to action to drive parents to Internet Matters website and ee.co.uk for more information about keeping kids safe online.

EE distributed the festive wrapping paper in 200 stores to parents buying tablets and phones for their children. The activity delivered mainstream press coverage in the Mirror, as well as parenting and tech titles. It also provided EE with an opportunity to demonstrate purpose, by going beyond their core offer and into a new sector - children’s online safety.