Unruly and The Times team up to distribute editorial video content aimed at parents to encourage social sharing
Friday, 19th February 2016 – The Times and Unruly are working together with the NSPCC to launch a video campaign on The Times website and social channels to help parents tackle the subject of terrorism with their children.
Following the recent Paris attacks the NSPCC’s ChildLine service saw a steep increase in calls from children concerned about terrorism (372 counselling sessions to date).
Following a report in The Times about this increase in counselling sessions, the paper worked with the NSPCC to develop a Gogglebox-style film with tips on how parents can discuss any worries that young children might have about their religion and terrorist threats. It features footage from Sky News’ coverage of the Paris attacks alongside children’s reactions, concerns and interactions with parents as they watch it.
This is the first time The Times’ editorial content will be distributed using Unruly’s distribution platform, Unruly Activate. Unruly will deploy a mix of their video formats, including in-page and in-article, aiming to reach the widest audience possible across a number of influential blogs and websites. It will be targeted specifically at parents, particularly mums, and those with a political interest. The campaign is coordinated to launch across paid, owned and earned media.
The two-minute video, produced and directed by Don’t Panic with help from Unruly, goes live this Sunday (21st February) at 5pm and features footage from Sky News’ coverage of the Paris attacks alongside children’s reactions, concerns and interactions with parents as they watch it. The video can be viewed on The Times’ website and is available to both members and non-members.
Chris Duncan, Chief Customer Officer, News UK comments, “This campaign is a prime example of the innovative and creative solutions that News UK develops to bring a clear message to an engaged audience. Working closely with Unruly for the first time on editorial content for The Times is exciting and a sign of the ongoing digital transformation of News UK as a whole. The resulting NSPCC video is a strong and important piece of content that will educate and help parents discuss and allay children’s fears in a time when terrorism is a widely mentioned subject.”
Peter Wanless, NSPCC Chief Executive explains, “The response from children to the recent terrorist attacks made clear that they needed to talk about their feelings, ask questions, and needed reassurance. I hope that this Times and Unruly video campaign in partnership with the NSPCC will help more parents talk to their children about this worrying issue and provide them with some much needed support.”
Unruly co-founder Sarah Wood said, “I was saddened, but not surprised to hear that calls to the NSPCC from frightened children had risen in the wake of the Paris attacks. Unruly is very pleased to be able to help with this important campaign – it’s an excellent example of social video being used for social good.
“As a parent myself, I know how difficult it was to speak about the Paris attacks with my own children, and any tips which help parents talk about such a sensitive subject are extremely welcome. This video is a really valuable resource for parents looking for reassurance on how to speak to their children about the terrorist threat we face.”
Joe Wade, CEO and co-founder of Don’t Panic says, “We are delighted to have worked with NSPCC and The Times to produce this video. Our aim was to create something that would tackle this challenging and very relevant subject in a natural, engaging and sincere way. It’s never an easy topic to discuss, but we hope that this video will be a real aid for parents when speaking to their children about terrorism.
“We worked very closely with both the Times and NSPCC throughout the process; from establishing the initial Goggle Box concept to developing the narrative, briefing families, filming and the final delivery.”
The video will be live from Sunday 21st February on The Times website and app and you can view the video via this link. The video will be promoted on social media using the hashtag #everychildhood.
About The Times
The Times is the oldest national daily newspaper in the UK, founded in 1785. It was one of the first newspapers in the world to launch a subscription website in 2010 and now has some 400,000 members. In December 2014, Times Newspapers Limited delivered their first operating profit in 13 years. In 2015, The Times was named Newspaper of the Year for the second time in three years at the British Press Awards and scooped seven other major awards including best supplement for the Saturday magazine, best news journalist, political writer, feature writer and cartoonist of the year.
The Business Elite Survey 2014 named The Times the UK’s no.1 title for reaching business people, read by 41% more senior management executives than both The Daily Telegraph and the Financial Times every day. According to the August 2015 National Readership Survey, The Times has a 2.5 million weekly average issue readership and more than a million readers of its Saturday edition.
Unruly is the ad tech company that gets videos watched, tracked and shared across the Open Web. Positioned at the intersect of video, social, native & mobile, Unruly uses emotional audience data and user-friendly video formats to massively increase viewer engagement, brand performance & publisher revenues.
With 3 out of every 4 video views now taking place outside of YouTube, 90% of Ad Age 100 brands have already used Unruly to connect with audiences at speed and scale across the Open Web.
Differentiated by a unique data set of 2 trillion video views and powered by a full tech stack, Unruly adds value by algorithmically evaluating content shareability and programmatically targeting custom audiences. Viewability is 100% guaranteed to an audience of 1.35 billion monthly unique users across mobile, tablet and desktop devices.
UnrulyX is the first supply side platform (SSP) for mobile video to offer scaled delivery of native ad formats and guarantee the viewability of premium video impressions bought via RTB.
Unruly employs 200+ people across 15 offices, with regional HQs in London, New York and Singapore.
Its super power is emotional ad tech. Its secret weapon is passionate people on a mission to #DeliverWow. Unruly was acquired by News Corp (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV) in September 2015.
About the NSPCC
The NSPCC is the only children’s charity fighting to end child abuse in the UK and Channel Islands. Using voluntary donations, which make up more than 90 per cent of our funding, we help children who’ve been abused to rebuild their lives, we protect children at risk, and we find the best ways of preventing child abuse from ever happening. So when a child needs a helping hand, we’ll be there. When parents are finding it tough, we’ll help. When laws need to change, or governments need to do more, we won’t give up until things improve.
Our ChildLine service provides a safe, confidential place for children with no one else to turn to, what ever their worry, whenever they need help. Children can contact ChildLine 24 hours a day, 365 days a year on 0800 1111 or by visiting www.childline.org.uk
Our free helpline provides adults with a place they can get advice and support, share their concerns about a child or get general information about child protection. Adults can contact the helpline 24 hours a day, 365 days a year on 0808 800 5000, by texting 88858 or visiting www.nspcc.org.uk
For a link to the NSPCC’s tips from Childline on talking about terrorism, click here
About Don’t Panic
We are Don’t Panic, a creative+ agency. We’re the most-awarded agency in the content space. We specialise in creating shareable, contagious campaigns using a mix of informed digital planning and brilliant ideas. We use it to build brands, disrupt convention and ensure action. We deliver our messages with humour, intelligence and integrity to inspire people to think in unfamiliar ways and do something about it.