Kid-centric website Club Penguin, a subsidiary of Disney, just announced a £3 million campaign to help educate kids and their parents on how to stay safe online. Why reference the amount in pounds, you say? Well, as the Verge reports: “The internet safety campaign will target more than 100 million children and parents in Europe, the Middle East and Africa who access its Club Penguin virtual world.”

The program, which works out to about $4.6 million, by the way, will focus on print, television, and online ads that will give the key to keeping kids safe online. And parents, that key belongs to you.

The BBC spoke with Club Penguin founder Lane Merrifield:

“It starts with making sure that the parents are involved, making sure kids understand not to share personal information and to tell someone if they experience something inappropriate.”

The new campaign comes on the heels of a couple high-profile predatory breaches into other sites like the flirting app Skout and Club Penguin competitor Habbo Hotel.