Multimedia owner Bauer Media is launching the latest phase of its ‘Where’s Your Head At?’ initiative, focused on making the tricky world of social media safer for all.
The campaign aims to support safer social media use by partnering with mental health charity YoungMinds and Esther Ghey, the mother of murdered teenager Brianna Ghey. It was unveiled at the Goodstuff Media Showcase in London by Bauer Media Audio UK CEO Simon Myciunka.
The brand’s work comes in response to the rising mental health issues associated with social media usage and decreasing trust in platforms from both consumers and brands.
It will focus on empowering the nation’s use of social media, offering practical resources, information and expert guidance through Bauer Media’s portfolio of audio and publishing brands.
Key features of the campaign will include a special simulcast across all UK radio stations, a first for Bauer Media, articles throughout Bauer’s magazine publications, and a free-to-access course for children and parents, aimed at equipping young people with essential knowledge before entering the online world.
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“The moment you give a kid a phone, they are exposed to the whole world – the good, the bad and the ugly,” said Esther Ghey, “As a society, we don’t do enough to educate and empower ourselves, let alone young people, when it comes to being safe online.”
The campaign addresses a critical need, as referrals to mental health services have reached record highs, increasing by 71% in the last five years.
Rates of anxiety and depression in young people have risen 70% in the past 25 years, with a YoungMinds survey finding that 66% of young people reported negative mental health impacts from social media use.
Simon Myciunka, CEO of Bauer Media Audio UK, added: “We need to be very careful as an industry that the next generation do not look back and say that we were asleep at the wheel with social media. Our industry has a responsibility to educate and help audiences to navigate this new environment.”
