With the concept of corporate social responsibility (CSR), which was developed from the syntagm of sustainable development, companies try to communicate the acceptance of responsibility for the undesirable effects of their activities on society and the environment. An important determinant of corporate social responsibility is the establishment of dialogue and cooperation between companies and non-profit organisations that contributes to the improvement of media literacy. The Internet and social networks have become a new form of socialisation and connecting of children and young people, who are often unaware of the dangers they may encounter when using them. Various forms of digital violence, the Internet and social network addiction, as well as online safety are important content that should be covered by media literacy. The aim of this research is to gain insight into the specifics of socially responsible initiatives to improve media literacy of children and young people. The purpose is to explore the motives for organising socially responsible campaigns, as well as the perception of organisers about the impact of these campaigns on increasing awareness regarding the protection of children and young people online, including views on the impact of these campaigns on the reputation and business performance of the company. For the empirical part of the research paper, a qualitative methodology of case study research for four campaigns was used. The presented data indicate that CSR is integrated into the operation of companies at the strategic level and is based on a proactive approach with all the necessary activities expressed in the operational documentation. Through the activities of the campaigns, the education of users was carried out, the effectiveness of which was significantly contributed by educational programs and digital platforms, and important indicators of the success of campaigns are data regarding the number of educational institutions and educated users involved. Campaign organisers believe that socially responsible initiatives certainly have a positive impact on raising awareness regarding the protection of children and young people online, as well as regarding the reputation and business performance of the company.