Meta
Protecting the Safety of Teens in the E.U.
Instagram launched Teen Accounts to improve safety for teens across Europe. But with low awareness, skepticism of social media, and diverse cultural contexts, the challenge was clear: prove Instagram is serious about teen safety and build trust in its tools.
Pan-European Campaign, Local Trust
To win over policymakers we had to prove Instagram was on the side of parents. Against a steep "brand tax", messages had to provide parents real peace of mind to convince policymakers. With distinct local concerns across six markets, we rigorously tested creative and tailored it with local teams. We worked with media on bespoke plans so pan-European creative felt locally and culturally relevant.
Outcomes
- 6
European Markets
- 5
Different Languages
- 500+
Localized Assets
The film highlights how Instagram Teen Accounts help teenagers stay connected to the people and things that matter most.
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Communities in Schools
Mount Sinai