Prince Harry and Meghan, the Duke and Duchess of Sussex, have unveiled a poignant new campaign titled “No Child Lost to Social Media,” aimed at addressing the negative impacts of social media on young people. The initiative, in collaboration with M&C Saatchi UK, focuses on raising awareness among parents and caregivers worldwide while urging social media platforms to enhance safety features in their design.
The campaign responds to growing concerns about social media’s role in rising rates of depression, anxiety, self-harm, and suicide among adolescents. A statement from The Archewell Foundation highlighted these issues as key drivers for the campaign.
James Holt, Executive Director of The Archewell Foundation, emphasized the importance of community support: “Over the past two years, our team, alongside Prince Harry and Meghan, has engaged deeply with parents and young people about the repercussions of social media. We believe in the power of community to address these challenges and offer mutual support.”
The campaign features a film directed by Diana Markosian at The Corner Shop, showcasing the emotional stories of parents whose children have been affected by social media. Set in locations significant to the children’s lives, the film poignantly narrates the impact of social media on their well-being. The film concludes with the message, “No child lost to social media.”
The campaign will be broadcast and distributed across digital channels globally. Jo Bacon, Group CEO of M&C Saatchi UK, explained, “Our collaboration with The Archewell Foundation aims to amplify the voices of parents impacted by social media. The campaign is a call for collective action to demand safer online environments for younger users.”
Creative partner Guy Bradbury added, “While parents worry about the time their children spend on social media, this campaign highlights the severe risks and harmful content they face. We are urging social media companies to prioritize safety in their design, because losing even one child to social media is one too many.”
A January report by IAS, titled “The Rise of Responsible Media,” underscores the urgency of this issue. It found that nearly 83% of parents believe social media platforms need better controls to prevent harm. Additionally, 77% of parents think publishers should be more concerned about audience well-being, and 72% feel brands have a moral obligation to advertise responsibly.
Despite these concerns, only 39% of parents feel confident in their ability to protect their children online. Most parents (68%) believe ads should be placed near appropriate content on secure sites, while 43% want ads to be featured on sites that prioritize user privacy. Another 42% prefer advertising on platforms free from misinformation and fake news.
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