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Only 52% of parents feel they have the right tools and guidance to manage their child’s smartphone and social media usage. But they feel pressured by kids and society to buy them.

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WHAT IF it’s not the smart phone that’s the problem, it’s the SIM card inside it. EE knew that adult sims weren’t working for teenagers, so they developed EE Safer SIMs, designed to support and protect young people at different stages of their digital development. Set to the soundtrack of ‘You’re Not Alone’ by Olive, the ad shows teenagers struggling with the dark side of social media, bullying and smartphone addiction until Safer Sims change their story.