The goal of the first campaign edition was to alarm society to internet threats concerning children and to raise adults’ awareness of pedophiles’ presence on the internet. The campaign, with the motto “You never know who’s on the other side”, proved to be a great success with visibility rates scoring over 86%.

The second edition of the campaign is run by Nobody’s Children Foundation in conjunction with NASK. The have entrusted the campaign to the advertising agency McCann Erickson. In order to diversify messages, TV spots were created to separately target children and adults.

This time, the campaign endeavours to make Polish parents more conscious of the kind of content children can come across when surfing without parental supervision. The objective is to help adults determine what content is appropriate for children. Messages addressed at the youngest internet users refer them to the Sieciaki.pl project website where they can find answers to any doubts they may have when using the net.

Karol Kurowski, NASK