The Duke and Duchess of Sussex, Prince Harry and Meghan Markle, have partnered with creative agency M&C Saatchi UK for a campaign focusing on the negative impact social media can have on children.
The campaign has been created to promote the launch of The Parents’ Network, the latest initiative from Harry and Meghan’s non-profit philanthropic organisation, The Archewell Foundation.
Launching with a three-minute film, ‘No child lost to social media’ sees parents from the pilot programme telling their stories as they discuss the negative impact being on social media platforms has had on their children.
Set in places where the children used to spend their time before getting hooked into social media, the film shares real life stories of both survival and loss. Directed by Diana Markosian at The Corner Shop, the emotional spot goes on to reveal that while some children have survived the trauma, others have sadly not.
M&C Saatchi has been working with Harry and Meghan’s non-profit on the campaign for the past nine months. It will run across broadcast and digital channels globally.
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The Parents’ Network provides resources and support for parents whose children have been affected by social media, while the campaign itself calls on the platforms to prioritise safety in their design.
In doing so, it cites the increased rates of teen depression, anxiety, self harm and suicide which have been linked to the rise of social media.
“I am delighted to have joined an agency that has social purpose so firmly embedded in its DNA,” said M&C Saatchi UK CEO Jo Bacon.
“In partnership with Harry and Meghan’s The Archewell Foundation, we have created the #NoChildLostToSocialMedia campaign to elevate the voices of parents impacted by social harms. Crucially, the campaign encourages people to come together to call for change.
“As an agency, we understand the huge benefits of social media, there is also a critical need to ensure we make the social space safer for younger people everywhere.”
M&C Saatchi creative partner Guy Bradbury added: “As parents we all worry about losing our kids to social media in terms of time.
“This goes a stage further and highlights the risks and the harmful content that they can be exposed to. Calling on social media companies to do more to make it safer by design. Because one child lost is one too many.”
The Archewell Foundation executive director James Holt also commented, saying: “Over the past two years, alongside our co-founders Prince Harry and Meghan, The Duke and Duchess of Sussex, our team has engaged deeply with parents and young people about the repercussions of social media on their mental, physical, and emotional well-being.
“We believe in the transformative power of community, and that is why we have created this network – to connect those who face these challenges and offer mutual support.”