ITV has officially commissioned a hard-hitting new drama that promises to confront the pervasive and often devastating influence of social media on young lives. Spearheaded by the network’s Director of Drama, Polly Hill, the project is set to examine the digital age’s most pressing ethical dilemma: the apparent ability of massive technology companies to evade public scrutiny and accountability. The series is inspired by the tireless advocacy of Ellen Roome MBE and a global collective of grieving families who have transformed their personal tragedies into a powerful campaign for systemic safety reform.
At the heart of this narrative is the deeply moving story of Julian ‘Jools’ Sweeney, a 14-year-old whose sudden death in April 2022 remains a devastating mystery. Despite having lived a seemingly normal life—spending his final day playing with friends—Jools’ mother, Ellen Roome, has spent the last four years in a state of suspended grief, trying to uncover the circumstances surrounding his passing. The family’s search for the truth has been obstructed by the opacity of big tech, as they remain without access to the social media platforms that Roome suspects played a pivotal, harmful role in her son’s final days.
To ensure the production maintains the highest level of authenticity and respect, Roome will serve as a consultant throughout the writing process, working in close collaboration with award-winning writer and executive producer Jeff Pope. The project, produced by ITV Studios’ Etta Pictures in association with Featuristic Films, was brought to light through the efforts of Lauren Cowell, who worked alongside Roome to bring this story to the screen. Cowell, who joins the team as an executive producer, views the drama as a crucial platform to amplify the voices of parents who are currently being stonewalled by the companies they hold responsible for their children’s safety.
Jeff Pope, a master of dramatizing complex real-life social issues, expressed that the timing of this project is critical. Drawing comparisons to his previous acclaimed work on sensitive topics—such as Little Boy Blue and Believe Me—Pope emphasized that parents across the globe are increasingly distressed by the lack of transparency in the digital ecosystem. He argues that it is fundamentally appalling that institutions consistently deny bereaved families the basic data needed to understand the events leading to their children’s deaths, highlighting an urgent need for a shift in legal and ethical paradigms surrounding digital platforms.
For Ellen Roome, the commitment from ITV represents a glimmer of hope that the integrity of Jools’ memory will be preserved while bringing necessary attention to a global crisis. She noted that while her life was irrevocably fractured by her son’s death, the potential for this drama to effect change and safeguard other children provides a profound sense of purpose. Roome expressed her gratitude to the production team for their promise to approach the narrative with the intense care and sensitivity that such a harrowing, contemporary subject demands.
Ultimately, this drama aims to be much more than a television series; it is envisioned as a catalyst for a national and international conversation that can no longer be ignored. By weaving together the personal experiences of bereaved families with a structural critique of the tech industry, the creators hope to challenge viewers and policymakers alike. As the project enters development, the message is clear: this is a story about the intersection of love, loss, and the urgent necessity for corporate accountability in a world where technology is outpacing the protection of our most vulnerable citizens.