National: WATCH: Chilling new ad from ISPCC shows dangers of online grooming

The ISPCC has developed a new digital ad campaign alerting parents to the dangers of online grooming in the run up to Safer Internet Day on February 6.

The campaign, which taps into a very real concern for parents - do they know who their child is talking to when they are online? - will run across social and VOD and was developed and produced, pro-bono, by Cork-based AV3 Media.

Viewers initially see a young girl seemingly texting her peers. Messages and emojis fly across the screen as the questions grow increasingly intrusive and age inappropriate.

But then, we see the ‘girl’ transform into a sinister-looking older man. It closes with a screenshot directing viewers to ispcc.ie where they can get online safety tips and advice.

Deirdre McNamara, ISPCC Head of Marketing and Communications, says that “the online landscape is constantly evolving, and that’s a scary prospect for even the most tech-savvy of parents. Grooming and bullying take place constantly online.

“Last year, Childline received four conversations every day relating to bullying. Through our Digital Ready Hub, at the ISPCC we can help equip parents with the tools to teach their children how to stay safe when they’re online while also encouraging them not to fear new technology.

“We are very grateful to AV3 Media for their time and dedication in producing this important work.”

The 21st annual Safer Internet Day takes place on February 6. The theme for this year’s global event is ‘Tech in our World’ and it explores the role of digital technology in the lives of young people, their views on new and emerging technologies and the changes they would like to see online.