Online promotions specialist, HelpingHandz, has introduced a digital loyalty scheme to encourage children to play safer on the Internet.
For £2, users that sign up to HHtones.com will receive £10 worth of credits to spend on ringtones, logos and pictures in return for making five promises to act more responsibly online.
Visitors on the site click on a banner to reach Safe Surfers and children will promise not to meet up with strangers on the Internet nor give out any personal information and to report any kind of bullying.
The campaign, which runs for six months, is supported by more than 5m emails to a database of parents from HelpingHandz partners such as Splash Plastic, which provides debit cards for children.
Banner ads are running across multiple sites including iVillage, RussellGrant.com and sites for TV shows such as 'The Bill', 'Pop Idol' and 'Baywatch'.
Simon Stimpson, CEO of HelpingHandz, said: "There is a clear need to make kids aware of the dangers on the Internet. We used our expertise to design an awareness campaign that would not only educate but also reward kids who took an active interest in their own safety.”
"HelpingHandz is very community orientated - 40% of our products are in the not-for-profit sector, so it is a natural extension of our technology and our business to put something back in the community."
Mike Hames, former head of the paedophile unit at Scotland Yard who endorses the Safe Surfers project, explained: "The Internet can be a fantastic playground for kids, but unlike school, there isn't always a grown-up on duty to look after them."
Users taking up the promotion pay through online payment service BT Click&Buy. The scheme will be launched in the US in three months' time. HelpingHandz works with clients such as Levi's, Sears and GE Capital.
Sources: Brand Republic, New Media Age, Revolution Magazine
Return to internet news headlines
View Internet News Archive