Our Work | Case Study

UKIE: Get Smart About P.L.A.Y Campaign

We were honoured to team up with the UK video games trade association to deliver this crucial awareness campaign.


Educate families on how to set up parental controls on their games consoles at a time when more children than ever are at home playing video games.


Our team worked with UKIE on an influencer-based campaign using footballer Rio Ferdinand to explain how parental controls for gaming work.


This campaign drove 37.5 million impressions and 166,000 clicks, as well as 226,000 video views.

The UKIE (UK Interactive Entertainment) the UK’s main trade body for the UK’s games and interactive entertainment industry asked to team up with us on an awareness campaign to help educate British parents. The UKIE Get Smart About P.L.A.Y. campaign was a great opportunity for Project N to do some vital work for the games industry, spreading awareness to parents on how to ensure their children are safe while they have fun playing games.

The outstanding reach of this campaign helped spread this useful message to millions of homes and further promote safety and positivity in gaming.

Whatever your message if you’d like to support creating a campaign that really resonates with your audience then get in touch here!

We welcome UKIE’s launch in January 2020 of their ‘Get Smart about P.L.A.Y.’ public campaign…aimed at encouraging more parents to use parental controls on devices.

UK Government response to DCMS Select Committee

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