YouTube & Google Youth Safety Campaign
Developed the first-ever joint YouTube and Google youth safety media campaign, uniting cross-company product, policy, and marketing teams to showcase efforts to help make the internet safer for kids and teens.
The Brief
Shift perception and build trust among policymakers and parents during a period of heightened regulatory scrutiny by driving awareness of Google and YouTube’s built-in safeguards, age-appropriate experiences, and parental control tools.
The Idea
Support ongoing, on-the-ground policymaker engagement with a high-impact media campaign that pairs straightforward, product-first messaging with simple, can’t-miss visual metaphors that speak directly to parents.
The Execution
Launched an Integrated US “One Google” Campaign: Developed eight hero messages spotlighting default-on teen wellbeing protections (like Take a Break and Bedtime reminders), supervised accounts via Family Link, and the dedicated YouTube Kids app that ran across print, social, digital, and out-of-home (OOH) in Washington, D.C. and nine priority states.
Scaled to Four International Markets: Adapted and expanded the campaign to Brussels, Canada, France, and India to provide targeted air cover in markets navigating heightened regulatory pressure.
Expanded Impact Through Third-Party Partnerships: Extended the reach and credibility on the ground by partnering with respected youth, family, and digital literacy organizations to equip parents, educators, and kids with actionable safety tools.
The Impact
Successfully shifted perception among policymakers and parents across all core brand safety KPIs.
Lift in perception that YouTube and Google “Support a safe online environment for children and teenagers”
Lift in perception that YouTube and Google “Prioritize safety and well-being”
Lift in perception that YouTube and Google “Act responsibly”
Gallery
