The National Center for Missing & Exploited Children(R) (NCMEC), the Advertising Council and News Corporation, parent company of Fox Interactive Media and MySpace, announced today a joint effort to promote online safety through the deployment of a series of national public service advertisements (PSAs). The PSAs, part of an ongoing Ad Council campaign, will begin running today through News Corporation’s broad network of distribution channels, and are designed to raise awareness about Internet safety and education.
Sponsored by NCMEC and created pro bono by ad agency Merkley + Partners, the PSAs are designed to educate parents and guardians about measures they can take to better protect their children online, and to educate teens on how to be smart and maintain safe online relationships. The PSAs direct parents, guardians, and teens to visit http://www.cybertipline.com to learn about safe and responsible use of the Internet, as well as how to report threats.
The PSAs will air on primetime on FOX, and across Fox Interactive Media’s network of websites including MySpace, FoxSports.com, IGN.com, Fox.com, AmericanIdol.com, Rotten Tomatoes and AskMen. The PSAs will also air on the 28 Fox Networks Group broadcast, cable and satellite services. Fox broadcast and cable networks running the campaign will include FOX, FX, National Geographic channel, Fox Movie Channel, Fox Reality, FUEL TV, FSN, SPEED, Fox College Sports Atlantic, Fox College Sports Central, Fox College Sports Pacific, Fox Soccer Channel and (in Spanish) on Fox Sports en Espanol. All Fox-owned-and-operated regional sports networks will likewise televise the PSAs. Additionally, Fox All Access radio and the New York Post will run the campaign.
Normally I would say this is just a PR move on Newscorp’s part but I have tremendous respect for the NCMEC.
Hopefully, this will make parents more aware of what’s going on online but excuse me if I don’t hold my breath.