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Disney launches online safety campaign around Club Penguin
Disney is launching internet safety campaigns targeting 100m children and parents in Europe, the Middle East and Africa based on its Club Penguin virtual world, capitalising on the recent paedophile scandal surrounding rival Habbo Hotel. The media company will spend £3 million ($4.7 million) on the ads, which will appear on TV channels, websites, Club Penguin, and Disney's other virtual worlds. It intends to reach 100 million children and parents across Europe, the Middle East, and Africa with the campaign. "From the very start, our vision for Club Penguin was to create a safe place for my kids and their friends to play online. The scale may now be bigger than I could ever have imagined but that philosophy has not changed," said Merrifield in the keynote."Education is the final piece of the puzzle in terms of kids' safety online… As an industry I think we can help teach kids the lessons that they need to become responsible digital citizens."Club Penguin also has a relationship with Childnet International, which runs internet safety sessions in British schools.
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