The internet can be hostile, especially for youth, with prevalent harmful content. 70% of UK 13-24-year-olds encounter such content, yet reporting remains low, fostering desensitization. Ofcom aims to break this cycle, promoting active reporting and signaling proactive regulation to video-sharing platforms under the Online Safety Bill.

Gen Z scrolls through endless content daily but making them care is the real challenge. Our strategy started with thorough research and partnership with a behavioral psychologist. Through focus groups, we found a contradiction: while they value justice and empathy, they hesitate to act on harmful content. To bridge this gap, we aimed to connect reporting with their desire to improve the world, tapping into their innate desire for fairness and empathy. 

In the same focus groups, the influence of grandparents emerged as a significant authority on values and behaviour. Leveraging this, we introduced "Only Nans" – a campaign urging young people to consider their Nan's judgment on harmful content. 

Engaging them on social platforms where they're active, we engaged influencer Lewis Leigh and his Nan, Phyllis, and created authentic, grassroots-style TikTok content to promote reporting harmful content, disrupting desensitization and fostering discussions about taking action for a better world.