#MomApprovedKids watch it. Parents approve it.

ZEE5 KidZ needed a communication voice of its own — distinct from the main platform, and capable of carrying a catalogue aimed at children inside a household where somebody else makes the decisions.

Children consume the content. Parents approve the platform. Communication therefore has to work for two audiences simultaneously, without patronising either — excitement for one, reassurance for the other, in the same breath.

#MomApproved

Rather than claiming safety in the brand's own voice, let approval come from the person whose approval actually counts. Trust is more persuasive when it is borrowed from a parent than when it is asserted by a platform.

A recognisable communication property for the KidZ vertical, running across social and platform touchpoints with a consistent tone of voice.

• Defined tonality and communications strategy for the KidZ vertical.
• Led communication around #MomApproved, focused on building trust with parents.
• Architected the KidZ brand voice, building on trust with millennial parents.

A recognisable ZEE5 KidZ communication property built around parental approval, and one of the platform's highly shared content series in 2023.

• Brand voice built as architecture, not a list of adjectives.
• Communication designed for a decision-maker who is not the consumer.
• A property that can keep running rather than a one-off campaign.