Vodafone launches “The Open Line”

Vodafone launches “The Open Line”, a powerful new campaign bridging the generational divide on online safety

Vodafone has unveiled The Open Line, a new campaign created with London creative agency The Elephant Room and produced by Dark Energy Films. The campaign launches nationwide in early November 2025 and encourages parents to start open, honest conversations with their teens about what really happens online.

At the heart of The Open Line is a simple idea: a bright red bench paired with a red phone, placed in public spaces across the UK. Parents are invited to sit down, pick up the handset, and begin a conversation with the real experts of the online world, young people themselves.

The film, directed by David Stoddart and produced by Dark Energy Films, brings this idea to life with warmth and authenticity. Set on a park bench beside the distinctive red helpline phone, it captures emotional conversations between parents trying to understand their children’s online experiences and the young advisors who offer thoughtful, grounded advice.

The campaign has already received critical acclaim. In a five-star review from David’s Reviews, the film was described as “just as effective as the much talked-about John Lewis Christmas ad at drawing attention to the difficulty of communicating across a generational divide, and an important contribution to improving strained familial relationships.” The review praised Stoddart’s “perfectly judged calibration” and noted that the young advisors are “neither precocious nor flippant”, allowing genuine insight and warmth to emerge. The closing moments, where parents receive reassurance about their parenting, were described as “a helpful reminder that everyone in this equation is in need of loving support.”

Jordan Stone, Head of Content and Influencer Marketing at Vodafone UK, said:
“Vodafone wants to be a real-world ally that makes a difference. We know technology is a great enabler for young people, but for parents, knowing how to keep their children safe online can feel overwhelming. The Open Line helps by making the conversation relatable and human, giving parents the confidence they need to open up with their children. Importantly, it also directs people to the great tools and resources we’ve developed with the NSPCC.”

Nina Taylor, Executive Creative Director at The Elephant Room, added:
“In a world where so much of teenage life happens behind screens, The Open Line is about real-life, emotional connection. We wanted to create something unmistakably human, a moment that reminds parents to look up, listen and start that all-important conversation.”

Beyond the physical installation, The Open Line extends into digital and social storytelling, sparking national dialogue and offering practical tools for families to stay connected in the digital age. The campaign forms part of Vodafone’s ongoing commitment to help families build healthy digital habits and follows previous initiatives including Rise of the Aggro-rithm, Phish N Tips, and the launch of the HMD Fuse with Harmblock+, all focused on promoting safer online experiences for young people.

Vodafone has been active in the online safety space for over 15 years, offering free tools and resources such as the Online Safety Toolkit developed with the NSPCC, and Digital Parenting Pro, which now includes guidance for emerging platforms like Threads and Stars.

The Open Line was created by The Elephant Room, produced by Dark Energy Films, and directed by David Stoddart. It stands as a heartfelt reminder that true connection, both digital and human, begins with a simple conversation