EE, the UK’s largest mobile network, has unveiled a new initiative designed to make smartphone use safer for children and teenagers. The company has launched Safer SIMs, SIM-only plans tailored for under-18s, with built-in safety features to give parents peace of mind while keeping young people connected.
As the first major UK operator to introduce such plans, EE’s move comes at a critical time: the start of the school year, when many parents debate if their child is ready for their first phone. A recent survey cited by EE highlights the challenge—only 52% of parents feel adequately equipped to manage their child’s smartphone and social media use.
The campaign supporting the launch, created by Saatchi & Saatchi London and directed by Daniel Wolfe, is anchored by a short film titled First Day. It depicts the emotional moment when a parent hands a child their first smartphone. Through a series of imagined scenarios—ranging from joyful playground scenes to moments of loneliness and doubt—the film conveys the conflicting emotions many parents face. The narrative ultimately resolves with EE’s Safer SIMs, showing how the service can ease these anxieties by offering a safer, more controlled online experience.
Beyond the film, the wider campaign includes digital activations like The P.H.O.N.E. Chat, created by Saatchi & Saatchi and Digitas UK, which provides resources to help parents talk to their children about smartphones. The rollout is supported by out-of-home advertising, radio, influencer partnerships, retail experiences, and online content.
Each Safer SIM includes content filters to block inappropriate websites, scam call protection, data gifting, and EE’s Stay Connected Data feature, which ensures that young users remain contactable even if their data allowance runs out. The plans are compatible with any smartphone.
Additionally, EE has introduced in-store online safety appointments in over 400 retail outlets nationwide. Open to all families, regardless of whether they are existing customers, these 30-minute sessions provide personalised advice from EE Guides, supported by resources from online safety organisation Internet Matters.
Kelly Engstrom, EE’s brand and demand generation communications director, said the initiative reflects the operator’s responsibility toward families: “Growing up with phones is hard, which is why we are going further to make sure parents and children feel supported. Through Safer SIMs and our new campaign, we hope to help families navigate the online world safely and confidently.”
With digital safety a growing concern for parents, EE’s Safer SIMs underline the company’s ambition to strengthen its position as the UK’s most family-focused mobile network.
