Key insights:

  • EE’s campaign drove a 12.9 percentage-point increase in Ad Awareness among parents and guardians
  • Among the broader population, Ad Awareness rose 5.6 points
  • EE’s overall BrandIndex score increased by +4.9 points among the general public and +7.7 points among parents

EE’s “Safer SIMs” campaign, launched on 25 August 2025, aimed to help parents and children navigate smartphone use more safely. According to YouGov BrandIndex, which tracks public perception and brand health for thousands of brands daily, the campaign coincided with a notable rise in Ad Awareness, particularly among parents.

Among the general population, EE’s Ad Awareness, which measures whether people have seen or heard an advertisement for a brand in the past two weeks, rose from 23.4% on 25 August to 29% by 30 September, a 5.6 percentage-point increase.

The uplift was even more pronounced among parents and guardians, EE’s key audience. In this group, Ad Awareness climbed from 19.8% on August 25 to 32.7% on September 28, representing a 12.9 percentage-point gain.

Beyond advertising visibility, EE’s Index score – a composite measure averaging consumer perceptions of Impression, Quality, Value, Reputation, Satisfaction, and Recommendation – also rose. Among the general population, scores increased from 9.1% on August 25 to 14% by 21 September, a 4.9-point improvement. Among parents and guardians, the Index score climbed from 12.3 on August 25 to 20.0 on September 2, an increase of 7.7 points.

The steady increase in Ad Awareness and BrandIndex scores among both the general public and parents potentially indicates that EE’s “Safer SIMs” campaign not only reached but resonated with its intended audience. The data suggests an improvement in brand perception and brand health following the family-focused initiative.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. EE’s Ad Awareness score is based on the question: “Which of the following brands have you seen an advertisement for in the past two weeks?” Index score is an average of Impression, Value, Quality, Satisfaction, Reputation and Recommend score of EE. Ad Awareness scores are reported as percentages and Index score are reported as net scores from –100 to +100, based on daily surveys of UK adults. Data is weighted by age, gender, region, social grade, and ethnicity using a raking methodology. Figures are shown as a 2-week moving average with sample size ranging from 1161 to 1294 among general population and 226 to 308 among parents/ guardians between August 1 – September 30, 2025.

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