PR Case Study: Stand Agency - Safer Internet Day

PR Case Study: Stand Agency – Safer Internet Day

Stand Agency used a survey of young people’s online experiences and Safer Internet Day partners to help amplify the UK Safer Internet Centre’s messages.

Campaign: Safer Internet Day
Client: UK Safer Internet Centre
PR Team: Stand Agency
Timing: Tuesday 6 February 2018


The UK Safer Internet Centre (UKSIC) coordinates Safer Internet Day every year in the UK, a global advocacy day encouraging safe and responsible technology use for young people.

With daily news stories around the risks that young people face online, the agency saw an opportunity to cut through the media noise and promote the client’s key messages to young people.


Safer Internet Day is a competitive news day and Stand Agency’s brief was to inspire a national conversation around young people’s online use.

Strategy and implementation

The key was to empower young people with a story that felt honest and positive, not patronising.

Working alongside the UKSIC team, we surveyed young people’s experiences of technology in their lives and relationships. The findings revealed the positive role of technology in how young people develop relationships and maintain their social lives. It also showed some of the risks and pressures that young people are facing.

Armed with a strong story and stats, Stand Agency launched a full-scale national, regional, broadcast and online sell-in. We coordinated our sell-in with key Safer Internet Day partners including the BBC, BT and Liverpool FC to maximise the impact of the day.

Knowing it would be a competitive news day, we secured briefings with key media in advance to ensure we were best placed to land quality coverage.


We secured extensive media coverage on Safer Internet Day with a total reach of over 531 million people.

The UKSIC’s research and spokespeople were featured in broadcast coverage across the day including BBC 6 o’clock News, national and regional BBC Radio stations, ITV News and Sky News.

It secured coverage with major nationals including Mail Online, The Sun, i and The Independent.

UKSIC spokespeople were interviewed and quoted over 30 times, using the agency’s research as a springboard for discussions around young people’s online lives.

Client feedback

Will Gardner, director at the UK Safer Internet Centre, said: “Stand put so much energy into making Safer Internet Day an enormous success. We are delighted with the coverage and are really pleased that our positive message shone through on such a busy news day.

“We have loved working with the team to achieve the biggest Safer Internet Day yet, and feel very proud of what has been accomplished.”

Related Posts
PR News in Brief
PR news round-up (5-16 November)
Here’s a bumper round-up of the last two weeks’ PR news, featuring our CommsCon content, the PRCA National Awards and wins for Smarts Communicate and Citypress. [...]
Cision Innovation Lab will provide the science to complement communicators’ art
Cision Innovation Lab will provide the science to complement communicators’ art
The Cision Innovation Lab is developing technology to fuel the future of PR and comms, Cision’s, David Barker, president of data solutions and innovation, and Kaila Garrison, [...]
CommsCon What journalists want
Daily Mirror’s Nada Farhoud: The relationship is the most important thing
Taking the time to build and maintain relationships is the key ingredient to successful PR-journalist relations. That was one of the key takeaways from the What journalists [...]
KFC’s Jenny Packwood: Fill the crisis communications vacuum with positive news
KFC’s Jenny Packwood: Fill the vacuum with positive news
No one seeks a crisis, but being ready for one is imperative when disaster strikes, a packed audience was informed during the Crisis killers: a reputation management [...]