Cubo appointed to develop the alternative to outdated Stranger Danger approach

Geoff Newiss, centre (Chief Executive, Action Against Abduction) and members of the Cubo team


London based creative agency Cubo have been appointed to develop Action Against Abduction’s new campaign to replace the outdated ‘Stranger Danger’ approach. Cubo will produce the brand name and creative identity as we begin to pilot the approach amongst parents and teachers.

This development has been made possible thanks to a grant from the People’s Postcode Trust, a grant-giving charity funded entirely by players of People’s Postcode Lottery.

Geoff Newiss, Chief Executive at Action Against Abduction comments: “Stranger Danger has been firmly embedded over the past 40 years and I don’t think there is a child or adult today that hasn’t heard the mantra. Unfortunately it doesn’t work. We’re working to create a new approach that will give children the skills to be safe, not scared – and this is what we’re looking to do with Cubo.”

Newiss continues: “The Cubo team have displayed a clear understanding and a passion to achieving our aims, and their strategic and creative expertise makes them a perfect fit for this brief. We’re looking forward to being able to reveal the new campaign to the public.”

Joe Rolls, Group Account Director at Cubo said: “The ways we keep ourselves fit and healthy have evolved since the 70s, and yet the rules we use to keep are children safe have not. We’re delighted to be working alongside Action Against Abduction to address this issue, and hope that the new campaign we create for them will give children a much clearer understanding of how to keep themselves safe, in any situation.”