Disney has announced a $4.7 million internet safety campaign revolving around it’s multi-player online game Club Penguin, which will target more than 100 million children and parents throughout Europe, the Middle East and Africa.
This new safety campaign comes due to the fiasco with Club Penguin’s competitor Habbo Hotel, which has been accused of failing to ensure the safety of players after it was discovered that pedophiles were reportedly using the game to communicate with children.
The new internet safety campaign will be delivered through advertising space on television channels, magazines, websites and within Club Penguin itself. Club Penguin co-founder Lane Merrifield says:
From the very start, our vision for Club Penguin was to create a safe place for my kids and their friends to play online. The scale may now be bigger than I could ever have imagined but that philosophy has not changed. As an industry I think we can help teach kids the lessons that they need to become responsible digital citizens.
Club Penguin has met with huge success since its launch, and reportedly has more than 175 million accounts created since launch day.
