With an estimated five million youngsters under 16 having private access to the internet, BT wanted to assure parents that their BT Broadband package offered superior security for children's online safety.

The response to this brief was to create an evocative campaign that included the overlay 'Access Denied'. This overlay used video footage of a girl reading a page online, her surfing is stopped by a fake pop-up that moves continuously blocking her view, communicating BT Broadband's ability to control what children see online.