Work
Webwise - Safer Internet Day
The digital world is full of opportunity, but also risk, especially for teenagers navigating cyberbullying, misinformation, and social media pressures. To mark Safer Internet Day, Webwise enlisted THINKHOUSE to create a TikTok influencer campaign that would resonate with Irish teens, raising awareness about online safety while celebrating the internet as a space for connection.
The Approach
We built a cohesive, creator-led campaign that challenged influencers to "unfilter" the internet, exposing the realities of misinformation, manipulation, and online pressures. By tapping into real experiences, humour, and interactive storytelling, the campaign aimed to spark conversation and equip young people with digital resilience.
The Output
We partnered with seven leading Irish TikTok creators, each tackling a different online challenge that they personally had experience with:
- Jim Flanagan – Tackled cyberbullying and the power of positive digital interactions.
- Ryan Mar – Used humour to highlight how easily misinformation spreads, emphasising fact-checking.
- Lauren Whelan – Explored catfishing risks and shared practical tools for verifying online identities.
- Shauna Davitt – Addressed filters and beauty standards, promoting self-confidence.
- Brandon Caulfield – Exposed the gap between curated online personas and reality, championing authenticity.
- Caoimhe Byrne – Demonstrated how to spot scams and misinformation, empowering smarter content consumption.
- Reece Creed – Broke down the rise of AI-generated content and deepfakes, offering critical thinking strategies.
The Outcome
On February 11, 2025, all seven creators went live from 9 AM, sharing their unique perspectives on online safety. The campaign amassed 118,000+ TikTok views, igniting discussions on safer digital habits. Fans praised its relevance, with many sharing their own top tips for navigating the online world.
This campaign wasn’t just about highlighting online risks—it was about equipping young people to navigate the digital world with confidence.
Speaking about the project and working with THINKHOUSE, Jane McGarrigle at Webwise commented:
“We thoroughly enjoyed partnering with THINKHOUSE on this important project for Webwise. Their expertise in youth marketing, deep understanding of digital culture, and ability to craft impactful, engaging content made this campaign a huge success. They helped us connect with young people in an authentic way—sparking real conversations about online safety while empowering teens to take control of their digital lives.”
