The films have been adapted for use across:

• Websites and online resources
• Social media platforms
• Digital advertising campaigns
• Public awareness initiatives
• Large-format digital screens and displays
• Educational settings and community events

By producing content in multiple formats, the campaign ensures that essential safeguarding messages reach parents, carers, teachers and communities wherever they engage with media.

Examples include:

• Altering everyday family photographs using AI deepfake technology.
• Producing entirely AI-generated images that appear to depict real children.
• Using AI-powered “nudifying” applications to digitally remove clothing from existing photographs.
• Creating computer-generated or animated child sexual abuse imagery that remains illegal under UK legislation and contributes to real-world harm.

Many families are unaware that seemingly harmless photographs shared online can be manipulated using these rapidly advancing technologies. Raising awareness of these risks is a central objective of the campaign.

Guidance produced by the Internet Watch Foundation and National Crime Agency recommends that families:

• Review privacy settings across social media accounts.
• Restrict who can access and share family photographs.
• Regularly review previously shared images.
• Encourage friends and relatives to share children’s photographs responsibly.
• Reassess image consent policies at schools, clubs and other organisations.
• Involve children in age-appropriate conversations about privacy, consent and online safety.

At the heart of the campaign is a simple but important safeguarding message: one of the greatest protections a child can have is a trusted adult who understands the online environment and can respond calmly, confidently and appropriately when concerns arise.

Encouraging Meaningful Family Conversations

The campaign also promotes open discussions between parents and children about artificial intelligence, digital consent and responsible online behaviour.

Age-appropriate guidance encourages families to talk about:

• What giving permission to share images means.
• How children may feel when photographs are shared without their consent.
• What to do if someone requests an image that causes concern.
• Why creating or sharing altered images should never be dismissed as harmless.
• Where to find support if intimate images are shared or manipulated online.

By making these conversations a normal part of family life, the campaign aims to strengthen trust, improve digital awareness and encourage children to seek help whenever something online feels uncomfortable or unsafe.

Using Film to Raise Awareness

Communicating complex digital safeguarding issues requires more than information alone. Through carefully crafted storytelling, Cambridge Filmworks has worked closely with both organisations to transform a challenging subject into clear, engaging and emotionally impactful films that resonate with a broad audience.

Every version of the campaign has been optimised for today’s digital-first environment, ensuring consistent messaging whether viewed on a smartphone, social media platform, website, educational presentation or public display.

This flexible production approach enables campaign partners to maximise visibility while maintaining a unified message across every communication channel.

A Collaborative Commitment to Online Child Safety

The partnership between Cambridge Filmworks, the National Crime Agency and the Internet Watch Foundation reflects a shared commitment to using high-quality creative communications to strengthen child safeguarding.

As artificial intelligence continues to evolve, so too must public understanding of the risks it presents. By combining trusted expertise with compelling visual storytelling and practical educational resources, the campaign equips parents and carers with the knowledge and confidence to better protect children from one of the fastest-growing forms of online abuse.

The initiative also directs families to detailed guidance produced by the Internet Watch Foundation and National Crime Agency, covering topics such as privacy settings, image consent, recognising AI-generated abuse and where to seek support if images are manipulated or shared online.

Keeping children safe online requires collective action. By bringing together specialist expertise and effective storytelling, this partnership demonstrates how creative communications can play an important role in raising awareness, supporting families and helping to create a safer digital future for children.

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

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