The Archewell Foundation Initiative Helps Parents Keep Children Safe Online

Prince Harry and Meghan, The Duke and Duchess of Sussex, along with their philanthropic organisation, The Archewell Foundation, has announced the launch of The Parents’ Network, available for the first time for parents to join in the US, UK and Canada following the success of a two-year pilot programme. The campaign was developed in partnership with M&C Saatchi UK.

The Archewell Foundation and parents from the pilot programme have unveiled the 'No Child Lost to Social Media' campaign to help tell their stories. 'No Child Lost to Social Media' seeks to engage with parents and caregivers whose children use social media, globally.

This initiative advocates for social media platforms to prioritise safety in their design. Parents alone cannot fully protect their children from risks due to the inherently dangerous design of these products. Since the early 2010s, the rise of social media has been linked with increased rates of depression, anxiety, self-harm, and suicide among adolescents.

James Holt, executive director of The Archewell Foundation, said, “Over the past two years, alongside our co-founders Prince Harry and Meghan, The Duke and Duchess of Sussex, our team has engaged deeply with parents and young people about the repercussions of social media on their mental, physical, and emotional well-being.”

He added, “We believe in the transformative power of community, and that is why we have created this network - to connect those who face these challenges and offer mutual support.”

The campaign launches with a film featuring parents whose children have been affected by social media harms, directed by Diana Markosian at The Corner Shop. Set in the places where the children used to spend their time, the spot lets the parents tell their heart breaking stories about how they and their children have been negatively impacted by social media. Some of their children have survived the trauma, but sadly some have not. The film closes with the endline, “No child lost to social media”.

The campaign is running across broadcast and digital channels globally.

Jo Bacon, M&C Saatchi UK Group CEO, said, “I am delighted to have joined an agency that has social purpose so firmly embedded in its DNA. Tackling social harms is one of the most important issues impacting young people globally. Through work on previous global campaigns, I have helped play a part in raising awareness of the negative impact it is having on young people’s self-esteem. It’s a privilege to be able to continue my commitment to this issue at M&C Saatchi. In partnership with The Archewell Foundation, we have created the #NoChildLostToSocialMedia campaign to elevate the voices of parents impacted by social harms. Crucially, the campaign encourages people to come together to call for change. As an agency, we understand the huge benefits of social media, there is also a critical need to ensure we make the social space safer for younger people everywhere."

Guy Bradbury, creative partner, M&C Saatchi, added, “As parents we all worry about losing our kids to social media in terms of time. This goes a stage further and highlights the risks and the harmful content that they can be exposed to. Calling on social media companies to do more to make it safer by design. Because one child lost is one too many.”