Highlights Brand Campaign Inspires Millennial Parents to Nurture Optimism
The pandemic has pushed parents to new stress levels, as many balance remote work with childcare and homeschooling. The adjustment has also been difficult for kids who are apart from their friends and teachers. Though these are trying times, Highlights for Children is asking young parents to “try to see the bright side” in its current brand campaign – the first in the media company’s 74-year history.
“The core message at the heart of this campaign is optimism,” says Kent Rademaker, director of brand marketing at Highlights. “We think optimism is a character trait that, when nurtured, can serve children throughout their lives, helping them find their confidence, their resilience or even a lifelong passion.”
Titled “Our Greatest Purpose,” the multichannel campaign from creative agency Giant Spoon is designed to reintroduce the Highlights brand and its range of products to millennial parents, says Nathalie Con, VP and strategy director at Giant Spoon. While most consumers are familiar with Highlights magazine – a favorite at dentist and pediatrician offices – the global brand creates experiences for children in many other formats, including subscription clubs, learning products, apps, podcasts, Alexa skills, puzzles, and activity books.