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
Opinion: How challenger agencies can compete with the big agency networks
Barbara Bates, global CEO at Hotwire, highlights the key areas where challenger agencies can go the extra mile to compete with their larger counterparts. For a long time in [...]
60 Seconds with The Academy co-founder Mitch Kaye
60 Seconds with The Academy co-founder Mitch Kaye
Mitch Kaye, co-founder of The Academy, reveals why he and Dan Glover started their second agency, how the pair work together and his love of AFC Bournemouth. What made you [...]
Discover how PR can move from evolution to revolution
At CommsCon earlier this month, we heard a range of fantastic speakers articulate their view of what comms professionals can do to improve their output. They encouraged their [...]
Brendon Craigie Tyto PR
Opinion: Why “PR” is having a renaissance
Brendon Craigie, co-founder and managing partner at Tyto PR, examines why PR professionals are once again adopting the PR moniker. The public relations industry is in the [...]