With the new school year fast approaching, EE has unveiled a game-changing initiative aimed at helping parents safely introduce smartphones to their children. The telecom brand is leading the way in the UK by launching Safer SIMs, a suite of safety-focused mobile plans for under-18s supported by a deeply empathetic campaign.
Safer SIMs: Digital Safety for Kids and Peace of Mind for Parents
EE’s Safer SIMs are the first smartphone plans in the UK designed specifically for younger users. Available on any device, they include:
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Built-in content controls: Blocks inappropriate web content at the network level
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Scam call protection: Features like call labelling to screen out fraud attempts
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Stay Connected Data: Ensures kids can still access essential data even when their allowance runs out
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Spend caps and throttled speeds: Helps limit usage while promoting mindful connectivity
Priced from just £7/month, the plans are structured to match different stages of maturity—from early secondary school to teenage independence—with tiered options catering to diverse needs.
Capturing the Moment: The First Day Film
Crafted by Saatchi & Saatchi, the campaign launches with an emotionally resonant film titled First Day. It portrays the moment of handing over a child’s first smartphone—a rite of passage filled with excitement, anxiety, and hope. The narrative oscillates between idealized and worrisome scenarios, ultimately finding resolution when the device includes a Safer SIM, symbolizing reassurance through safety.
The P.H.O.N.E. Chat: Starting Conversations That Matter
Beyond tech tools, EE recognizes the emotional aspect of digital parenting. Together with Digitas and Internet Matters, the campaign includes The P.H.O.N.E. Chat—a parent-focused digital resource offering conversational guidance for discussing smartphone safety with children. It provides advice on everything from oversharing and peer pressure to digital footprints and setting boundaries.
These efforts build on prior initiatives like EE’s PhoneSmart license and are strengthened by the perspectives of Internet Matters, brand ambassador Konnie Huq, and the newly formed EE Youth Council.
In-Store Online Safety Clinics: Hands-On Support for Parents
EE’s commitment to safety extends into physical retail. Over 400 UK EE stores are offering bookable, 30-minute Online Safety Appointments with trained experts. Parents and guardians can receive in-person advice on setting parental controls, managing screen time, and establishing healthy digital habits—all regardless of whether they’re EE customers.
The Bigger Picture: Meeting Parental Anxiety with Support
Recent data underscores the need for EE’s initiative:
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52% of parents feel ill-equipped to manage their child’s smartphone usage
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78% of young people admit to hiding online behavior from adults
EE’s CEO for BT Consumer, Claire Gillies, frames Safer SIMs as an extension of the company’s longstanding leadership in digital well-being—connecting with regulatory shifts like the Online Safety Act while delivering real-world help for families.
Why It Matters: A Practical, Empathetic Approach to Digital Parenting
| Feature | Why It Resonates |
|---|---|
| Network-level safeguards | Treats safety as built-in, not optional |
| Emotional storytelling | The First Day film validates parental concerns |
| Actionable guidance | P.H.O.N.E. Chat helps parents lead conversations with confidence |
| Human touchpoint | In-store Clinics bring personal connection back to digital parenting |
The Campaign
The campaign also introduces Safer Sims — special SIMs tailored for children, with controls and protections embedded from the start. These include restricted access to age-appropriate content, scam protection, and easy parental oversight. To bring the campaign to life, EE worked with families across the UK to highlight the excitement, challenges, and responsibilities tied to a child’s first phone.
Speaking about the campaign, William John, Executive Creative Director at Saatchi & Saatchi, said:
“Getting your first phone is a huge milestone. But it comes with concerns for parents and risks for kids. With Safer Sims, we wanted to reassure families that EE is not just providing connectivity, but building safer, smarter experiences for children from day one.”
The creative storytelling blends heartfelt real-life scenarios with practical messaging, positioning EE as both a technology leader and a family ally.
Final Thoughts
EE’s Safer SIMs campaign offers more than tech—it offers trust. At a time when children’s digital lives are expanding rapidly, the brand demonstrates that responsible connectivity can be both safe and empowering. Through emotionally intelligent messaging and practical tools, EE reaffirms its role as the UK’s most family-friendly network.
Credits
Advertising Agency: Saatchi & Saatchi
Publicis Groupe Chief Creative Officer: Ben Mooge
Executive Creative Director: William John
Creative Director: Nick Bygraves
Senior Creatives: Rory Peyton-Jones, Elliot Lee
Group Planning Partner: Olivia Stubbings
Planning Director: Will Moore
Senior Planner: Bridget Moyle
Head of Integrated Production: Rachel Solomon
Associate Executive Producer: Rosie Nolan
Senior Integrated Producer: Brett McDonald
Production Assistant: Mickalah Aldridge
Managing Partner: Eilidh McGregor
Business Leaders: Emily Carr-Bennett, Katya Hanbury-Williams
Account Director: Maddie Williams
Account Manager: Ciara McCarthy
Senior Project Manager: Evie Ungemuth
Head of Business Affairs: Charlotte Fisher
Business Affairs Manager: Dan McPhilimey
Digital Agency: Digitas
Executive Creative Director: Bjorn Conradi
Creative Director: Amandine Fabian
Creative Teams: Ivo Lazarov, Tom Charter, Dan Smith, Mimi Chan
Strategy Partner: Valeria Corna
Strategy Director: David Hofmeyer
Senior Strategist: Kajol Patel
Experience Director: Jason Michael
Head of Tech Product: Gemma Daly
Product Designer: Tom Palmer
Business Partner: Jessica Brennan
Account Leads: Emma Lycett, Sophie Baldwin, Jessica Muhl
Project Leads: Laura Lopez, Cat Penn
OOH Production Company: Prodigious London
Photographer: Lewis Khan
Photographer’s Assistant: Ella Pavlides
Producer: Nicole Hathaway
First AD: Mark McPadden
Head of Design: James Crickmore
Lead Designer: Simon Hadassi
Senior Designer: James-Goodwin Davies
Designer: Dan Bailey, Anna Hahto
Lead Motion Designer: Marco Balducci
Senior Motion Designer: Aivaras Seduika
Motion Designers: Blake Hart-Wilson, Sally-Amy Ngwenya, Ash Hoque
Senior Project Manager: Adrian Reilly
Head of Retouching Studio: Kirsten Howe
Senior Creative Retouchers: Darren Grieves, Maider Oribe Marcos, Gareth Ling, Jim Wooton, Danny Kerley
Senior Creative Artworkers: Dean Vuckovic, Darren Rolfe, Mark Carlile
Retail Agency: Le Shop
Creative Director: Mike Tran
Senior Creatives: Kurt Strong, Joe Fletcher
Strategy Director: Greg Wells
Business Lead: Charlotte Johnston
Senior Account Manager: Lauren Dryden
Project Director: Linda Andersson
Senior Project Manager: Ali Boanas-Smith
Senior Designers: Karl Poole, Adriano Fidalgo
Designer: Damien Seddon
Social Agency: Boomerang
Executive Creative Director: Bjorn Conradi
Senior Creatives: Benjamin Rutherford, William Boehm
Planning Partner: Mathieu Abet
Business Lead: Emily Carr-Bennett
Account Director: Joanna Saywood
Producer: Crystal Matthews
AV Production Company: Lovesong
Director: Daniel Wolfe
2nd Unit Director/Assistant: Louis McCourt
DOP: Anna Franquesa Solano
Producer: Maeve McMahon
Casting Company: Claire Catterson
Edit: Marsheen
Editor: Dominic Leung
Edit Producer: Harriet Cawley
Grade: Electric Theatre Company — Colourist: Jason Wallis
Post Production Company: Stray
EP: Misha Stanford Harris
Creative Director: Tom Luff
VFX Supervisor: Stephen Miller
Executive Producer: Clare Melia
Senior Producer: Bethany Phillips
Producer: Chloe Kerr
Sound: Factory Studios
Audio Creative Director: Anthony Moore
Sound Design & Mix: James Utting
Audio Producer: Becks Boswell
Music Supervision: Wake The Town
Music Supervisor: Maiken Silverup
Media Agency: Open Connect at WPP Media
Head of Strategy & Planning: Anna Martorana
Planning Business Director: Rob Corr
Planning Director: Mikhail Vallance
Planning Manager: Amy Brewer
Partnership Directors: Holly Carters, Victoria Peake
Social Media Director: James Shinfield
OOH Agency: Posterscope
