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META – ADVOCATING FOR ONLINE SAFETY

Safer Internet Day (SID) is a key moment to promote the responsible use of online services. User safety is at the heart of Meta’s efforts to make sure Facebook provides a safe environment for everyone,

 

The Challenge

We needed to bring Meta’s online safety narrative to the fore, not only through policies and tools but also through critical partnerships that support the role of parents in safe-guarding children on social media networks.

 

The Solution

We utilized content marketing with the support of influencers and digital communities, strengthening Meta’s positioning as the leading voice advocating digital community wellbeing and safety. We spoke directly to parents by identifying and reaching out to parenting community groups and educating them on the Facebook and Instagram app features especially designed to help ensure the safety of their children’s online presence.

 

Impact

  • Directly engaging target audiences through collaborations with influential parental groups such as Rahet Bally and the Mommy Club, featuring live video discussions and engaging more than 180,000 users

  • Narrative discussed on radio, reaching +8 million listeners, with tips also featured on social media platforms of the popular CBC parenting TV program “Mama.Om”

  • Story picked up across key media outlets including Al Youm 7, Masrawy and Al Watan