Research suggests parents and caregivers lack confidence in understanding how the younger generation communicates.

Tesco Mobile has launched a new campaign aimed at helping parents understand the digital language used by their children. Research commissioned by the company reveals that almost half of parents struggle to decode common online terms and phrases used by young people.

The campaign, developed by BBH, features a series of out-of-home (OOH) ads, radio spots and digital display ads, which aim to educate parents on key terms and emojis commonly used online.

The initiative is designed to raise awareness around online safety and empower parents to engage in more informed conversations with their children. "As a parent, I’m particularly concerned about how to keep kids safe online, especially with all the current risks," says Uche Ezugwu, creative director at BBH. 

"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."