Global Action Plan and Vodafone campaign film wins PR Week Award
We were delighted that PR Week Awards recognised our 'Rise of the Aggro-rithm' campaign with Vodafone UK News and Tin Man Communications with the Best Technology Campaign award in their 2024 awards ceremony.
We launched the campaign in February 2024, with the aim of raising awareness that one-in-10 boys aged 11-14 are seeing harmful content online in as little as 60 seconds as a result of the social media algorithms curating their views. Social media and the algorithms that drive it must be regulated to ensure that our young people get a balanced view of the world.
Tom Tapper, Co-Founder and CEO of Nice and Serious says: "Desensitise. Polarise. Radicalise. Repeat. 1-in-10 boys aged 11-14 are seeing harmful content online within a minute as a result of the social media algorithms curating their views. Vodafone decided to call it out and campaign for change. A bold move for a big brand, and one that just deservedly won them a prestigious PR Week Award.
With Tin Man leading the communications and Global Action Plan forming an incredible expert panel for insights and inspiration, the team at Nice and Serious developed and produced a hard-hitting film that exposed the invisible influence of algorithms on tween and teen boys.
Am I proud? Massively. Humbled? Not enough to keep quiet about it...If you haven't seen the film, have a watch below for the twist."
Chloe Parfitt, External Communications Manager at Vodafone UK says: "Thrilled to have brought home the award for best tech campaign at the PR Week Awards. We created the ‘Rise of the Aggro-rithm’ to raise awareness of the harmful algorithms targeting young boys within 60 seconds of being online, calling for ‘safety by design’ to be prioritised by regulators as they implement the Online Safety Act.
It’s great to play our part in helping parents and children navigate the ever-changing and ever-complex digital world. It’s even better that we get to do this together with fantastic charity partners and organisations - NSPCC, Nice and Serious, Global Action Plan, Tin Man - to make a real difference to families across the UK."