TikTok launches #ThinkTwice to help Filipino families build safer digital habits

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TikTok has launched its #ThinkTwice campaign in the Philippines, serving as a guide for families with a new set of tools to have conversations about online safety, build trust and develop healthier digital habits.

Created in partnership with Child Rights Coalition Asia, Child Rights Network and Plan International Pilipinas, the guide was unveiled during TikTok’s #ThinkTwice Troop Townhall, held in Manila in celebration of International Youth Day.

Rather than positioning digital safety solely around parental controls or monitoring, the campaign focuses on open communication between young people and trusted adults. It includes conversation starters, reflection activities, digital safety tips and information on TikTok’s safety and privacy features.

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The guide is designed to complement TikTok’s more than 50 preset safety and privacy features for teen accounts, as well as its Family Pairing tools. Families can access it through TikTok by searching “Think Twice”, which directs users to the #ThinkTwice Digital Check-In Hub, where the full guide can be accessed and downloaded.

"For many families today, digital life is no longer separate from everyday life - it’s where young people learn, socialise, create, and discover who they are," said Yves Gonzalez, public policy head for the Philippines at TikTok.

"That’s why building healthier digital habits requires more than rules alone. It requires open conversations, mutual understanding, and practical tools that families can explore together... We hope to support Filipino families with practical resources that make those conversations feel more approachable and relevant."

Moving beyond monitoring

The launch brought together teenagers, child rights advocates, policymakers and parenting voices to discuss how families can navigate an increasingly digital childhood.

Undersecretary Angelo Tapales of the Council for the Welfare of Children stressed that young people should be active participants in shaping safer digital spaces, rather than simply being treated as recipients of protection.

A panel featuring teen advocates Bea Vicente and Jhasper Galleza from Plan International Pilipinas, alongside Charles Dwayne Sicad from the Council for the Welfare of Children, explored the opportunities and challenges young people encounter online.

"For parents, our goal is not to become technology police. We don’t need to know every app or every trend. What matters more is becoming a trusted digital guide - someone your teen can turn to when something uncomfortable or confusing happens online," said Sheila Estabillo, program manager at Plan International Pilipinas.

Amihan Abueva, regional executive director at Child Rights Coalition Asia, similarly argued that digital safety starts with the quality of relationships between parents and children.

Learning to speak the language of young people

The discussion also highlighted how changing social media behaviours are reshaping the role of parents.

Veteran television host, educator and parent creator Kuya Kim Atienza said parents need to understand the platforms and language young people use if they want to engage with them meaningfully.

"We just have to listen without judging and meet them where they are. As we meet them where they are, we also have to learn their language."

TikTok said teen accounts come with more than 50 preset safety features and settings focused on privacy and safety, including private accounts, content restrictions and daily screen-time limits set to 60 minutes.

The #ThinkTwice Family Guide is intended to sit alongside TikTok’s existing Safety Centre resources, including its Guardian’s Guide and Teen Safety Centre, while providing Filipino families with a more localised resource for establishing digital boundaries.

From AI-powered marketing and the friction economy to retention-led growth, DMA Philippines 2026 on 29 September in Manila will bring together marketers to tackle the opportunities and challenges shaping the next phase of digital transformation.

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