Brief Description: This paper shows that despite a limited budget and a notoriously evasive young, internet-savvy audience, the campaign succeeded in changing the mindset of a generation by making them behave more sensibly on and offline. This reduced the number of young people putting themselves at risk of encountering paedophiles. The number of children who would not give out personal information increased by 50% and there was a 19% increase in the number of children who would take someone with them when meeting up with someone they had met online. The communications strategy successfully combined interactive media with a creative idea that tapped into online chat culture and cleverly illustrated the dangerous repercussions that risky online behaviour can have in the real world ;---(TAGS)--- Full Title: Smart online safe online: how advertising changed the attitudes of a generation to make them safer. ; Number: 2007/40 ; Brand Name: COI - Home Office - Online Safety ; Client: Home Office And COI ; IPA_ProductCoding: Government Departments (Public service information campaigns) ; Agency: Profero ; Author: Jesse Basset ;