Agency: Citygate Albert Frank Media Press and online
Leading children's charity, NCH, has launched a national advertising campaign to raise awareness of internet safety and prompt parents to ask, "Who are my kids talking to online?"
The marketing push is part of the NCH IT OK initiative, which is campaigning for the Government to introduce internet cafes for children and young people, staffed by youth and IT workers.
The children's organisations is also lobbying for the creation of a new cross-departmental government initiative to co-ordinate policy and practice for safe internet use for children.
The ads will appear in a range of national newspapers including The Times, The Daily Telegraph, The Guardian and The Mirror, urging parents to log on with their children and access the internet safety guide.
The press ads ask people to make a small donation of £10 to help fund the initiative and features the NCH mascot Cedric the dragon with the strapline "Before your kids surf the net, get cyber Cedric's free safety guide."
The guide, entitled NetSmart Rules, has been produced to ensure children can surf safely and includes top tips on how to avoid the dangers of the net.
It can be accessed at www.nch.org.uk/itok, where a pop up screen appears with Cedric appealing to people to "Click here to give £10 to help NCH spread the word on internet safety".
Tony Manwaringc, director at NCH, said: "The internet provides an array of learning opportunities for children and we want to make sure that people are also aware of the dangers and how to avoid them."
The charity has been campaigning to make the internet a safer place for children since 1996.