The films have been produced in a range of formats suitable for:

• Websites and online platforms
• Social media channels
• Digital advertising
• Public information campaigns
• Large format screens and digital displays
• Educational and community presentations

By tailoring the creative assets for multiple viewing environments, the campaign ensures that this vital safeguarding information can reach parents, carers, educators and communities wherever they consume media.

While AI delivers enormous benefits, it is increasingly being exploited by offenders to create or manipulate nude, semi-nude or sexual images and videos involving children.

This includes:

• Manipulating ordinary family photographs into abusive imagery using AI “deepfake” technology.
• Creating entirely artificial images that appear to depict real children.
• Using AI “nudifying” tools to digitally remove clothing from existing photographs.
• Generating abusive imagery that, despite being computer-created or animated, remains illegal under UK law and causes real harm.

Many parents remain unaware that perfectly innocent photographs shared online can potentially be exploited using these rapidly advancing technologies.

The campaign seeks to change that.

Empowering Parents Through Practical Guidance

Rather than creating fear, the films focus on practical, reassuring advice that empowers parents and carers to take simple preventative steps.

The accompanying guidance developed by the Internet Watch Foundation and National Crime Agency explains how families can better protect children’s images online by:

• Reviewing privacy settings across social media accounts.
• Limiting who can view and share family photographs.
• Regularly checking previously shared images.
• Speaking with friends and relatives about responsible image sharing.
• Revisiting image consent at schools, clubs and organisations.
• Involving children in conversations about privacy and consent as they grow older.

The campaign reinforces one of the most important safeguarding messages:

One of the strongest protective factors in a child’s life is an informed parent, carer or trusted adult who knows how to respond calmly, confidently and appropriately when something goes wrong.

Encouraging Open Conversations

Alongside practical online safety advice, the campaign encourages parents to begin regular conversations with children about AI, consent and responsible digital behaviour.

The guidance includes age-appropriate conversation starters that help families discuss:

• What image consent means.
• How children feel when photographs are shared without permission.
• What to do if someone requests an image that makes them uncomfortable.
• Why altered images are never “just a joke”.
• Where to seek help if intimate images are shared online.

By normalising these conversations, the campaign aims to build trust between children and trusted adults while encouraging young people to seek support whenever something online feels wrong.

The Power of Film to Drive Public Awareness

Communicating emerging digital threats requires more than facts alone—it demands engaging storytelling that captures attention while building understanding.

Cambridge Filmworks worked closely with both organisations to create films that translate complex online safety issues into clear, emotionally resonant messages that are accessible to audiences of all backgrounds.

Designed for today’s digital-first media landscape, every version of the campaign has been optimised for maximum engagement, whether viewed on a smartphone, social media platform, website, educational presentation or large public display.

This flexible production approach enables campaign partners to maximise reach while maintaining consistency of messaging across every communication channel.

A Shared Commitment to Child Protection

The collaboration reflects a shared commitment between Cambridge Filmworks, the National Crime Agency and the Internet Watch Foundation to use high-quality visual communications in support of child safeguarding.

As AI technology continues to evolve, so too must public awareness.

Through powerful filmmaking, trusted guidance and accessible educational resources, the campaign provides parents and carers with the knowledge and confidence they need to better protect children from one of the fastest-growing forms of online abuse.

The campaign also directs families to the comprehensive guidance produced by the Internet Watch Foundation and National Crime Agency, which offers detailed advice on privacy settings, image consent, recognising AI-generated abuse, and where to seek help if images are shared or manipulated online.

Protecting children in the digital age is a shared responsibility. By combining trusted expertise with compelling storytelling, this partnership demonstrates how creative communications can play a vital role in informing the public, supporting families and helping to keep children safer online.

To learn more about the vital work of the National Crime Agency and the Internet Watch Foundation in protecting children from AI-generated child sexual abuse imagery, please visit:

www.nationalcrimeagency.gov.uk

www.iwf.org.uk/resources/ai-child-abuse-imagery-parent-guide

Cambridge Filmworks

www.cambridgefilmworks.com

Video Films Content Animation Productions