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Big Fuel Helps IKeepSafe and the Department of Justice

Launching “Know Where They Go” Public Service Campaign
Integrated, Multimedia Initiative Aims to Educate Parents About Internet Safety

NEW YORK – Nov. 17, 2008 – Big Fuel, the consumer engagement agency, today announced its work with IKeepSafe and The Department of Justice on a PSA (public service announcement) campaign to promote parental involvement in online safety. The PSA, which hits national airwaves and Web sites this month, is an urgent call-to-action for parents to visit KnowWhereTheyGo.org and take a proactive role in protecting children on the Internet by talking to their kids about their online activity.

The Department of Justice and IKeepSafe, the Internet Keep Safe Coalition, worked with Big Fuel to develop the edgy, unique campaign as part of the Project Safe Childhood initiative that supports an ongoing taskforce aimed at combating Internet crimes against children and increasing public awareness. The “Know Where They Go” PSA illustrates how, in the digital world, children can travel anywhere and why it is important that parents monitor what sites their children visit, what they are doing and above all, who they are talking to.

“The decision to team up with Big Fuel again was an easy one,” said Marsali Hancock, president, IKeepSafe. “We received such an outstanding response to our initial work on Internet safety with the team and MySpace last year, and we knew that success could be repeated. This time around Big Fuel delivered again, providing us with quality work and a flexible, quick-thinking team that helped us achieve our deadlines and goals.”

The “Know Where They Go” campaign consists of print and online ads, a radio spot and a 30-second commercial currently airing on national networks in demographics with high percentages of parent viewers, especially mothers, including Fox News, Fox Business, MSNBC, CNN, Oxygen, Lifetime Movie Network and Lifetime. The PSA focuses on parental education and encourages parents to visit KnowWhereTheyGo.org, a Web site dedicated to providing parents with resources and tools to help them approach their children about online safety.

“What we learned in our initial research was that parents felt they needed permission to find out what their kids were doing online,” said Ian Baer, president and managing partner, Big Fuel. “Our strategy was to create a campaign that showed parents that starting the dialogue is the first step in protecting their child online, and by utilizing the resources available to them, they could start that conversation, even if they don’t think they fully understand the technology. Kids can be protective of their online behavior, and we wanted to tell parents that inserting themselves in the conversation is the best way to break the barrier and protect their kids.”

The PSA campaign is the first introduction to an initiative that will eventually take to the street with regional events planned across the country, aimed at encouraging U.S. attorney generals and top community employers to work together to help parents and children.

“To us, this was more than just a marketing or advertising assignment – it was a mission,” said Avi Savar, founder and chief creative officer, Big Fuel. “We were excited to be trusted with the responsibility of creating a mantra for such an important cause. Keeping children safe online is a huge mission, one all parents need to participate in, and for us it was a privilege to build on our previous partnership with IKeepSafe and The Department of Justice to bring awareness to this cause.”

To view the PSA campaign and learn more about this cause, visit http://knowwheretheygo.org/en/.

About Big Fuel
Big Fuel, the consumer engagement agency, is a full-service marketing and communications company based in New York that takes brands from Content to Commerce.

The agency’s unique approach bridges “people stories” to “product stories” through branded content and messaging that speaks to the real-life needs of consumers. Big Fuel is one part marketing agency, building brands through consumer insight; one part entertainment company, creating content that people love; and one part distribution company, driving results by delivering that content to targeted audiences.

Big Fuel works with major brands – like MySpace, FOX, The U.S. Department of Justice, NBC-Universal, Neutrogena and Colgate-Palmolive – along with leading publishers and platforms to help marketers achieve true consumer engagement.

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Hello! Big Fuel is a full-service marketing and communications company based in New York that takes brands from Content To Commerce. A unique approach that bridges "people stories" to "product stories" through social media and branded content.

Big Fuel is one part marketing agency, building brands through consumer insight; one part entertainment company, creating content that people love; and one part distribution company, driving guaranteed results by delivering content to targeted audiences. We work with major brands, leading agencies, publishers and platforms to help marketers achieve true consumer engagement.

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