“Do you see what your child sees?!” – Sehen Sie, was Ihr Kind sieht?! – was the motto of a nationwide media youth protection campaign taking place in Austria from October 5 till November 5.

The Austrian Broadcasting Corporation (ORF), Saferinternet.at, and all relevant members of the Saferinternet.at steering committee such as Ministries, teacher/parent organisations and help-lines participated in the initiative.

The campaign objective was to raise awareness among parents about what kind of media-related risks children run while using the internet, computers, mobile phones, TV and video.

TV and radio spots were used as awareness raisers. However, an integral part of the campaign and equally important were the specific information material and tips produced for advice-seeking parents. The campaign material is still accessible through the website jugendschutz.orf.at. Moreover, the Austrian Broadcasting Corporation featured the campaign topic in various TV and radio shows in order to provide in-depth information.

The TV spot, a synchronised version of the klicksafe.de spot “Wo ist Klaus?”, was broadcast more than 50 times and reached half of Austrian parents - on average more than 2.5 times. The radio spots were broadcast on Austria’s most popular radio station “Hitradio Ö3” with 38% coverage in the age group of 14 to 49 year-olds.

Bernhard Jungwirth, Saferinternet.at