The O2 Magazine is one of the most important sales tools for O2 retail staff. The company wanted it revamped. As well as a redesign, it needed content that staff could use as a conversation starter, but also articles that would help overcome common barriers to purchase.
And that’s why the Digital Parenting section was born. The editor commissioned me to write a series of articles about common fears parents often express when their children start using mobile phones and tablets to get online.
As much about kids as technology
The section had to tread a fine line — not presuming to give lifestyle advice but at the same time, offering practical and hands-on guidance about the ways kids really use technology. Without that it wouldn’t be doing its job properly.
In its finished shape, the series covered topics as diverse as how to get ahead with homework online, without the risk of
being called a cheat; mobile holiday entertainment for kids, without getting stung for data charges; and safe social networking across all your family’s devices.
The finished magazine was a success, getting plaudits both inside O2 and externally — and winning O2’s award for ‘best execution of the O2 brand’.