NCA - Jessie & Friends
NCA - Jessie & Friends
The Brief
The Brief
Address the rise in online grooming targeting children as young as four, without frightening them.
Address the rise in online grooming targeting children as young as four, without frightening them.
The Approach
The Approach
We built Jessie & Friends from the ground up as a children's series that happened to carry a safety message, not a safety message dressed up as a children's series. That distinction shaped every decision, from character design to narrative structure to the original song we wrote and composed to make the core message stick. The tone was warm, empowering and age-appropriate throughout: children needed to feel capable of protecting themselves, not scared of the internet.
We built Jessie & Friends from the ground up as a children's series that happened to carry a safety message, not a safety message dressed up as a children's series. That distinction shaped every decision, from character design to narrative structure to the original song we wrote and composed to make the core message stick. The tone was warm, empowering and age-appropriate throughout: children needed to feel capable of protecting themselves, not scared of the internet.
The Results
The Results
Jessie & Friends became the NCA's most viewed and downloaded piece of content across their entire library. The series was adopted by schools, nurseries and safeguarding organisations nationwide, and received significant media coverage including features on BBC News. Independent research showed that children who watched the series were markedly better able to identify and respond to potentially harmful approaches from strangers online. The original song was downloaded over 200k times as a standalone resource.
Jessie & Friends became the NCA's most viewed and downloaded piece of content across their entire library. The series was adopted by schools, nurseries and safeguarding organisations nationwide, and received significant media coverage including features on BBC News. Independent research showed that children who watched the series were markedly better able to identify and respond to potentially harmful approaches from strangers online. The original song was downloaded over 200k times as a standalone resource.
Our Services
Legal and Compliance
© 2026 Malt Films. All rights reserved.
Our Services
Legal and Compliance
© 2026 Malt Films. All rights reserved.