ITV has officially greenlit a compelling and high-profile new drama, spearheaded by acclaimed Oscar-nominated writer Jeff Pope, that aims to expose the harrowing consequences of social media’s influence on the lives of children. The project, which currently remains untitled, serves as a searing critique of the tech industry, investigating the extent to which major corporations successfully evade accountability and regulatory scrutiny. By weaving together the experiences of multiple families and tireless activists, the series promises to bring a human face to a global crisis that has left countless households shattered, positioning itself as both a poignant tribute to lost lives and a fierce call for systemic reform.
At the heart of this narrative is the deeply moving story of Ellen Roome, a bereaved mother who has spent the last four years campaigning for transparency following the tragic death of her 14-year-old son, Julian “Jools” Sweeney, in April 2022. Despite Jools seemingly having a normal day with his peers before his sudden passing, Roome has been forced into a grueling battle to uncover the truth, hindered by the fact that she has been denied access to his social media accounts by technology companies. Her search for answers, which has spanned both sides of the Atlantic, has transformed her into a central figure in the push for a safer digital environment for minors.
The genesis of this project is rooted in the advocacy of Lauren Cowell, who has worked closely alongside Roome and other grieving families. Recognizing the urgent need for a broader audience to understand the realities of these digital harms, Cowell brought the concept to ITV. The drama will be produced by Pope’s Etta Pictures—which operates under the ITV Studios banner—in association with the documentary specialists at Featuristic Films. To ensure the story is handled with the utmost care, Roome is serving as a consultant, working intimately with the production team, while Cowell is attached as an executive producer to safeguard the integrity of the project.
Expressing the weight of the mission, Lauren Cowell described Roome’s story as one of the most powerful and important she has ever encountered, emphasizing that these parents have found the strength to fight for change despite enduring unimaginable grief. For her part, Roome noted that the commitment from ITV and Pope has provided her with a sense of hope, expressing confidence that the show will handle Jools’ legacy with the sensitivity it deserves. She hopes that by sharing the reality of her family’s struggle, the series will serve a higher purpose by protecting future generations from similar tragedies.
The production of this series comes at a time when the debate surrounding social media oversight has reached a fever pitch in the United Kingdom. With campaigners lobbying for years for stricter controls, the political landscape is rapidly shifting; Prime Minister Keir Starmer has recently announced plans for a social media ban for those under 16, with further discussions regarding potential midnight curfews for older teenagers. By highlighting these tensions, the drama promises to be a timely entry in a larger national discourse, mirroring the real-world legislative efforts to reign in the immense power wielded by global tech platforms.
This project reinforces ITV’s reputation as a powerhouse for “campaigning drama,” a trend that has gained significant momentum following the monumental cultural and legislative impact of Mr Bates vs the Post Office. Jeff Pope, recognized as a master of the factual drama genre, will bring his signature meticulous approach to this sensitive subject matter. As the first major project to receive a greenlight following the recent announcement of Sky’s intent to acquire the broadcaster, this series underscores ITV’s continued dedication to utilizing the medium of television to shed light on complex social injustices and advocate for the vulnerable.