Tesco Mobile has launched a new initiative to help parents decode their children’s digital language.

The move follows research indicating that almost half of the people surveyed said they are not confident in understanding the language that children use online.

Developed by the brand’s agency of record BBH London, the campaign has been launched to allay fears around young people’s online safety and taps into important conversations sparked by Netflix’s hit show Adolescence.

According to Tesco Mobile, the creative aims “to engage, educate and reassure parents” in  understanding the language their children speak online, and show that connecting through meaningful conversations can be a powerful first step.

“As a parent, I’m particularly concerned about how to keep kids safe online, especially with all the current risks,” said Uche Ezugwu, creative director at BBH London.

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“I hope this campaign will raise awareness of how important it is to talk to your kids about their online safety, and also help parents start these essential conversations.”

Set to run across out-of-home, radio and display executions, the work has been designed to ensure parents have the tools they need to start conversations, but also help them to pick up phrases that could signal a chat about online safety is needed.

Laura Joseph, chief customer officer at Tesco Mobile said: “We wanted our new campaign to land a powerful message with the aim to encourage parents and carers to start conversations with their children about the importance of online safety.”

“We believe in empowering families with the knowledge they need to navigate the digital world safely, and I am so proud of our work in this space,” she added.