Shielding Kids From ‘Net Nasties

A disturbing new campaign for Trusted.Net, an online filtering service, illustrates three dangers of Internet access to children: pornographers, ped-ophiles and racists.
Tagged “Even good kids can stumble across bad Web sites,” the ads from The Morrison Agency position Trusted.Net as the responsible parent’s online protection aid by conjuring images of their worst fears.
A 30-second television spot builds upon the print ad (pictured), as a boy surfs the net and is soon joined by a skinhead, a porn actress and a pasty-faced pedophile. “Let’s meet at the mall, Jimmy,” the pervert coos as he slips his hand on the boy’s shoulder.
A second ad shows a father dropping off his daughter on a city street, where she meets drug dealers, pedophiles and prostitutes who personify the lurking dangers on the Internet.
“They’re disturbing,” admits the Atlanta shop’s senior vice president, Jeff Silverman, “but we needed to be pro-
vocative in order to create a catalytic moment when a parent realizes this is a real issue that needs to be addressed.”
Trusted.Net has committed a $1.5 million media buy in its hometown Atlanta market. A national rollout is planned for 2000. K