YouTube Kids is a filtered version of YouTube, built just for kids to explore their interests in a contained, age-appropriate experience. They work to identify content that is age-appropriate, adheres to our quality principles, and is diverse enough to meet the varied interests of kids globally. In order to find a variety of the best family-friendly videos from the broader universe of content on YouTube, they use a mix of automated filters built by their engineering teams, human review, and feedback from users.

Strategy

Today, parents don’t “believe” in YouTube. They find it non-educational, only recreational, and an unsafe platform for children. The problem is that the majority of these parents are uneducated themselves on the topic of content consumption with children. This integrated campaign utilizes the platform YouTube Kids to prove to parents a safe, fun, and healthy internet experience isn’t a myth, and to learn the tools themselves to create this reality for their children.

Process

Big Idea concept sketches to start with, then sketchbook drawings and scans. YouTube Kids utilizes this character design and kooky art style in their general branding, so I expanded the No Myths campaign in this style.

Not only will the posters live on social media as sponsored ads, YouTube Kids will be inspiring parents to share on Instagram what their household likes to watch together. Every parent that participates will share their post with the hashtag #TubularKids.

YouTube Kids

Print Posters

Digital

YouTube Kids will create a channel on regular YouTube called YouTube Kids for Parents. The channel and Live streams will consist of how-to information surround the functionality of YouTube Kids, as well as fun tips and tricks about child development.

Out of Home

To continue with the theme of healthy consumption, YouTube Kids is partnering with General Mills to promote YouTube Kids on Kix Cereal. A message for parents is on the outside of every box, as well as a QR code to an informational page on the site. There is also a QR code for kids on the back of the box, as well as prizes inside.

Angie Moresky