The Sun has worked with Counter Terrorism Policing to launch a safety campaign to help keep youngsters safe in the event of a terror attack. The collaboration aims to reach millions of 11 to 16-year-olds with a safety campaign aimed at children and teenagers.
Leveraging The Sun’s massive reach among younger audiences online, on social and in print, The Sun has collaborated with CT Policing to develop a celebrity-endorsed film for the campaign featuring sporting and TV stars.
This is being launched across The Sun’s popular social media outlets, including its hugely-popular Snapchat channel, as well as via its network of influencers who will communicate the video and campaign message to millions of followers.
To coincide with the online launch, The Sun has also created a new ‘Run, Hide, Tell’ emoji to encourage young people to share the content with their friends across social media platforms.
The Sun is running an editorial double-page spread communicating the new safety message in print, with features continuing throughout the week and a poster for schools.
The first of the two new ‘Run, Hide, Tell’ videos features TV adventurers Bear Grylls and Ant Middleton, and sporting personalities Leicester City footballer Jamie Vardy, England rugby star James Haskell and double Olympic gold medallist Jade Jones.
The aim of the video is to inform young people that when caught up in a terror attack ‘Real champions run.’
Kate Bird, Chief Marketing Officer of The Sun, said: “It’s great to be part of such an important campaign that could help protect lives in the event of a gun or knife terror attack.
“This campaign graphically demonstrates the breadth and depth of our media channels amongst younger audiences, particularly social. The ability to reach millions of 11 to 16-year-olds across social, digital and print made us the ideal partner of choice for this activity.
“We are confident that we can land CT Policing’s critical message with a previously hard to reach younger audience, equipping them with potentially life-saving information.”
Tony Gallagher, editor-in-chief of The Sun, said: “This is a hugely-important campaign that will deliver important information to a young audience. Through paper, online and our social media platforms, we’re delighted to do our bit in helping to ensure that the widest possible audience knows to Run, Hide and Tell.”
The national lead for Protective Security, Deputy Assistant Commissioner Lucy D’Orsi, said: “We appreciate that talking to young people about terrorism can be scary, for parents and children alike. But the atrocities in London and Manchester have sadly resulted in some of the youngest victims of terror this country has ever seen, and if we are able to teach children to act in a way which could potentially save their lives then it is our responsibility to do so.
“We are particularly concerned when we see people – young and old – using their mobiles to film scenes when they should be moving away from the danger. The recent incident in Parsons Green is a good example of this. Our research showed that many young people think filming would be a good thing to provide evidence for police. We must get them to understand that the priority must be their safety.”
• The 43-second video can be viewed on https://www.facebook.com/thesun/videos/2225797454113348/