Campaign warns on the dangers of sharenting

 Ireland’s Data Protection Commission have launched a powerful campaign that urges parents to “Pause before you Post”.

The striking film, by Core, dramatizes the hidden dangers of sharenting – where well-meaning parents share personal details and images of their children online.

Launched across cinema, TV, AV and social platforms, the work is aimed at all parents of children under 18, encouraging them to consider how easily a child’s digital footprint can form.

Originally filmed in Irish, the ad was dubbed into French for use by the French Data Protection Authority, extending its reach across borders.

Creative Director Mark Tuthill describes the approach as intentionally unsettling: “There’s nothing more dramatic than knowing your child’s image and personal data is being exploited by strangers.” He adds that the campaign was built to feel “more like TV drama than advertising”.

Jennifer Dolan, Deputy Commissioner at the DPC, says the work highlights how innocent posts can lead to serious risks: “From names and ages to voice recordings and everyday moments, it’s possible to build a picture of a child’s identity without parents realising.”

Spark Foundry handled media, working in close collaboration with Core and the Commission throughout the process.

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