Cif’s audience of mums were concerned about what their children were being exposed to online, and rightly so – we discovered that children are never more than three clicks away from obscene material. Inspired by Cif’s brand purpose, ‘to renew our pride in the beauty of things around us, by removing life’s imperfections’, we created ‘Cif the Web’; a ‘one tap app’ to clean up the internet. Once downloaded, Cif the Web detected and replaced over 100,000 profanities and kept children away from over 4 million unsuitable websites.

Cif the Web was voted into The Guardian’s Top 30 iPhone apps of 2013.