There are countless online sites and streaming channels that contain everything from horror movies to explicit music. This inappropriate content comes by freely and is easily accessible, even to children, with no online supervision or protection.

When inappropriate content like this is consumed by kids, it affects how they see the world, it trickles into their playtime and their activities, as well as their thoughts. It sits inside of them.

Vodacom, one of South Africa’s largest mobile communications companies, wanted to let parents know about the dangers of inappropriate content and tell them how their Secure Net Parental Control can block it to provide a safe space online for kids.

Through a simple online activation process, Vodacom Secure Net parental control can protect children from being exposed to illegal and inappropriate adult content.

But how do we communicate its purpose to parents, without affecting a younger audience?

Using kids’ Lego, we created a series of design installations that only parents would understand to show them the benefit of Vodacom’s Secure Net Parental Control. The real builds mimicked scenes from some of the most iconic and horrifying films.

We took the most horrific scenes from iconic horror movies, and rebuilt them by hand in three dimensional Lego builds to reflect how these kind of movies would manifest inside the mind of a child. The installations were made up of more than a combined 5000 Lego pieces, and included unique “easter egg” pieces that were relevant to the different scenes that were built.

The builds included;

1. Quintin Tarantino’s Pulp Fiction.

2. Stanley Kubrick’s The Shining.

3. Wes Craven’s Nightmare on Elm Street.

4. Paul Verhoeven’s Basic Instinct.

The builds were turned into;

1. Print for magazines and posters that bolstered our reach,

2. Digital that further spread the word - targeting movie streaming sites.

3. OOH Installations were created with the actual Lego pieces.

The caption read; DON'T LET YOUR CONTENT BECOME PART OF THEIR PLAY TIME.

The posters were used in Vodacom stores across South Africa, and reached a potential xxx customers over the campaign period. They ended up being a major attraction, stopping passers-by in their tracks with the striking design and iconic subject matter. The scenes were culturally and generationally relevant, and resonated incredibly well with the audience.

The campaign achieved its objective of successfully making parents blatantly aware of the dangers of inappropriate content, without being obvious to children.