Online Safety Bill - Case Study

back

01 — UK Government campaign

online safety bill

Social campaign rollout · creative lead

Scroll for more

01 — Project Overview

As the UK Government introduced the Online Safety Bill, it was positioned as world-leading legislation designed to make the internet safer for everyone. However, concerns remained around significant loopholes and whether the Bill could genuinely deliver on its promises.

Developed in response to these concerns,the campaign aimed to challenge the gap between political messaging and legislative reality, raising awareness of the Bill's shortcomings while encouraging greater public scrutiny of its impact on digtial rights, safety and online freedoms.

02 — Client, Role & Deliverables

Client

Online Safety Bill

Role

Creative Lead & Designer

Deliverables

Social & paid content suite

03 — The BRIEF

What happens when legislation doesn't live up to its promise?

The challenge was to communicate a complex and highly technical policy issue in a way that felt accessible, relevant and engaging to a wider audience. The campaign needed to highlight the disconnect between the Government's public positioning of the Bill and the practical concerns raised by campaigners, while encouraging audiences to question whether the legislation truly reflected the principles it claimed to support.

04 — MY CONTRIBUTION

Turning complexity into clarity.

Working across the campaign creative, I helped develop visual assets and communications designed to simplify a complicated policy discussion into clear, engaging and shareable content.

The creative approach focused on exposing the contrast between the Government's stated ambitions and the realities of the proposed legislation, using accessible messaging and striking visual communications to make the issue understandable to a broad audience. Assets were designed to work across digital channels while maintaining a consistent and recognisable campaign identity.

06 — campaign strategy

Holding promises to account.

At the heart of the campaign was a simple idea: compare what was promised with what was being delivered. By framing the conversation around accountability and transparency, the campaign created a clear narrative that helped audiences understand why the legislation mattered and what was at stake.

07 — campagin rollout

Designed to inform. Built to engage

Creative assets were developed to support digital advocacy and public awareness activity, translating policy discussions into accessible content that could be shared across social platforms and campaign channels. The result was a flexible communication system capable of supporting both awareness-building and audience engagement.

08 — outcome

Making a complex issue impossible to ignore.

By simplifying technical policy discussions into a clear and compelling narrative, the campaign helped draw attention to the shortcomings of the proposed legislation while encouraging greater public awareness around digital rights, online safety and freedom of expression.