ABOUT

Background

In Ireland, parents of 11–14-year-olds feel unprepared to talk about sex, relationships and online influence.

Their children aren’t waiting. They’re learning from peers, media and strangers online.

Silence isn’t empty. It’s filled by someone else.

We needed to break that silence — and give parents the confidence to lead.

Our task: launch a self-paced, expert-led online platform by Dr Brigid Teevan (PhD), designed to equip parents with the language, tools and awareness to navigate conversations around consent, body image, relationships and pornography.

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Insight

If you’re not having the conversation, someone else is.

Parents delay “the talk” out of discomfort. But in a digital world, delay is exposure.

A smartphone doesn’t just connect a child to friends. It connects them to the world.

So we reframed the awkward conversation as an act of protection.

The platform — structured into six guided lessons, delivered in a BBC Maestro-style format — gave parents practical scripts, expert guidance and the confidence to begin.

Simple truth. Immediate relevance. Clear action.

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Impact

Parents moved from passive worry to active leadership.

Families reported stronger trust, better communication and greater awareness of digital risk.

In a category dominated by fear-based messaging, we delivered empowerment.

Not just awareness.
Behaviour change.

And the most important voice back where it belongs — at home.