EE’s ‘Safer Sims’ promotes a practical solution to a social problem
Mobile network EE’s 'Safer SIMs' campaign is about empowering parents navigating the complex decision of giving their children their first smartphone, and technology is at the centre of the solution.
Launched ahead of the new school year, the campaign introduces dedicated SIM-only plans for under-18s, equipped with safety features to ensure young users stay connected while protected online.
The initiative, created by a Publicis Groupe UK team including Saatchi & Saatchi, Boomerang, Digitas, and LeSHOP, is rolling out across TV, cinema, radio, out-of-home (OOH), social media, and retail channels, positioning EE as a network that understands the concerns of families.
Only 52% of parents feel equipped with the right tools and guidance to manage their child’s smartphone and social media use, according to EE’s research with Opinium, surveying 2,000 parents and children aged 11–17.
The ad
The campaign’s centrepiece is a film, 'First Day', directed by Daniel Wolfe and produced by Saatchi & Saatchi. Set against the backdrop of the first day of school, the film captures the emotional moment a parent hands their child a smartphone for the first time.
As the device changes hands, the world spins: a visual metaphor for the parent’s racing thoughts about the opportunities and risks a smartphone brings. Scenes of children laughing, taking photos, and connecting with friends are contrasted with moments of isolation and uncertainty, reflecting parental hopes and fears.
The narrative resolves with the introduction of EE’s Safer SIM, showing children happily and safely connected, easing parental anxieties.
The product behind the ad
EE’s Safer SIMs plans are tailored to different stages of a child’s digital development. The Protected Plan includes strict parental controls, capped speeds at 0.5Mbps, and blocks premium numbers.
EE has also launched 'The P.H.O.N.E. Chat', a digital resource developed with Internet Matters, parent ambassador Konnie Huq, and the EE Youth Council. This downloadable guide (standing for Prepare, Highlight, Own, Negotiate, and Establish) helps parents initiate conversations about smartphone responsibility.
“This campaign isn’t about scaring parents—it’s about making the first phone a positive experience,” said Kelly Engstrom, EE’s brand and demand generation communications director. “As the UK’s best network for families, we understand the challenges of growing up with phones. Our Safer SIMs and resources empower parents to make confident choices.”
The campaign aligns with the UK’s Online Safety Act, enforced from July 25, 2025, which mandates stricter content moderation and age verification.
Our take
The complex web of challenges posed by emerging technology is often solved by technology itself. But, in order for this to occur, the technology providers need to listen to their audiences and drive the change themselves.
In making this transition, the topics at hand must be empathetic and informative, and EE has succeeded in both here. Like the Asics advert, which also came out this week, the advert feels close to the problem at hand, staying grounded through real-world depictions.
The choice of soundtrack (Olive’s ‘You’re Not Alone’) is particularly evocative, offering a comforting message, while calling back to an era from which a new generation of parents is emerging.
Agency: Saatchi & Saatchi UK
Production company: Daniel Wolfe + Louis McCourt, Love Song
Edit: MARSHEEN
Colour: Electric Theatre Collective
Post: STRAY
Sound: Factory Studios Ltd
Music: Wake The Town
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