From screen to cause

Campaign ME

28-07-2025

When we consider the major forces shaping young minds, entertainment stands alongside education and family. For children, animated stories and characters aren't just enjoyable – they are influential. They become trusted companions, emotional reflections, and even early guides to understanding how the world works. And in a world where the climate crisis is no longer a distant threat but a daily reality, kids' entertainment now has a powerful new role: not just to entertain, but to empower.
Climate action can seem daunting, even for adults. However, children bring a unique lens to the table, one filled with curiosity, hope and a refreshing sense of fairness. They want to help.
The challenge isn't motivation; it's connection. How do we speak to them in ways that are culturally relevant, emotionally resonant, and age-appropriate?
At first glance, climate consciousness might seem like a heavy theme for children's media. But when woven into storytelling with creativity and care, it becomes one of the most powerful tools we have and not only for building values but for building trust. And that trust is where brand value begins.
Why this cause matters to brands
Millennial and Gen Z parents are increasingly value-driven, and they expect the same from the brands they welcome into their homes.
According to Nielsen, 73 per cent of global millennials are willing to pay more for sustainable products, and
81 per cent expect companies to make meaningful environmental improvements.
When their children engage with content that promotes sustainability and responsibility, this engagement reflects on the brands that choose to show up in that space.
Children's attention spans may be short, but their memories are long
In kids' media, the opportunity is unique: content is often co-viewed, discussed at dinner tables and translates into real-world behaviour. Brands that place themselves thoughtfully in this environment aren't just buying impressions, they're becoming part of meaningful family dialogue.
Climate-conscious programming doesn't just align with a cause, it delivers cultural relevance, emotional depth and long-term loyalty.
What climate-conscious content offers
When a major entertainment network partners with an environmental group, the result isn't just awareness – it's action. Think: Water Week, social media challenges and storylines that blend fun with real-world impact. These aren't just campaigns – they're invitations for kids to get involved.
We have brought climate subjects into storylines in ways that feel playful, accessible and empowering, turning climate awareness into something tangible, repeatable and positive.
Whether it's e-waste awareness with Envision Racing in the Europe, the Middle East and Africa (EMEA) region or tree planting with the Emirates Environmental Group in the Middle East and North Africa (MENA) region, these collaborations highlight how storytelling can make sustainability feel exciting and achievable. With more than 16.1 million digital impressions, results show that we were able to use familiar faces to deliver important messages. And for brands that align with content promoting meaningful action? They're remembered not just for their products but for what they stand for.
How the cause builds long-term brand equity (or playground creds)
Children's attention spans may be short, but their memories are long. The associations they form now, between characters they love, and the values they absorb, will shape how they see the world and the brands in it for years to come.
Generation Alpha is already showing signs of being ethically motivated. Brands that engage them early through value-driven media are investing in long-term relevance.
And parents are paying attention, scrutinising where and how their children engage with media. What is this show teaching my kid? What does this brand believe in? Supporting climate-conscious content is one of the clearest signals a brand can send that it understands the bigger picture and respects its audience's values.
The message is clear: from cartoons to causes, entertainment is evolving. And the brands that evolve with it – those that choose to empower, not just to entertain – will be the ones that build trust, loyalty and lasting value.
Because in the end, children don't just watch what we show them. They learn from it. And brands that choose to be part of that learning journey? They're the ones that stay with them.
By Monika Oomen, VP Brand, Communications and Digital Content Strategy, Kids EMEA at
Warner Bros. Discovery.