Nickelodeon’s new initiative empowers kids to “Say no to fear and yes to safety”
Nickelodeon, the number one kid’s franchise, has returned with their global pro-socio initiative “Together For Good” which this year will address the burning issue of child safety.
With increasing incidents in the realm of cyber safety, bullying and physical harassment amongst kids at a young age, creating awareness around personal safety, is the need of the hour. With kids being at the center of Nickelodeon’s universe, we have set out to curate a behavioral change initiative that inspires and empowers them to “Say no to fear and yes to safety”. The pioneering initiative that is a category first encourages kids to identify potential risks and reach out to an adult without fear.
Leveraging the strength of the entire Nickelodeon franchise and the Nicktoons, this movement is brought to life with child friendly yet impactful on-air video series, reaching out to over 40 million viewers with the message – ‘Say No to fear and yes to safety’. Addressing the 3 most rampant issues of physical abuse, cyber safety and bullying the videos create awareness and call for kids to seek parental/ adult intervention when faced with any threat. Reaching out and sensitizing parents and gatekeepers, the initiative will also be brought alive online and on social media through a high decibel digital plan that includes interactive posts, pledge posts, downloadables, championed by the kids’ favorite Nicktoons. There will also be short videos by experts and child psychologists on safety tips.
Nickelodeon has partnered with leading Non-Governmental Organization “Arpan” which specializes in empowering individuals and families with prevention and intervention skills required to respond to issues pertaining to child safety. The experts from Arpan will engage with kids in schools across the country through an interactive school contact programme. The school outreach will also include sessions that guide teachers and adults on how to manage issues of child safety. Nickelodeon has also partnered with Municipal Corporation of Greater Mumbai-education department to extend the school outreach programme across various Mumbai schools
Commenting on this initiative, Nina Elavia Jaipuria, Business Head, Kids Entertainment Cluster at Viacom18 said, “We at Nickelodeon keep the children at the core of all that we do and take our responsibility as a kids broadcaster very seriously. We believe that children are the change agents of society and every child has the right to grow up in a safe environment. Through the Together for Good movement Nickelodeon has set out to sensitize kids and parents on the rampant problem of child safety issues. We believe that this initiative will give the kids the confidence to speak out and “Say No To Fear And Yes To Safety”
“We are delighted to partner with Nickelodeon India for their initiative ‘Together for Good’. Arpan has, over its 10 years of working on prevention of child sexual abuse and healing from its impact, observed that if children are empowered with age-appropriate knowledge and skills they can participate in their own safety. Parents and caregivers, when empowered with knowledge, contribute to making an environment which is vigilant and protective for children. An initiative like this has the potential to provide key messages of personal safety to millions of children and parents with the support of Nickelodeon.” said Ms Sharalene Moonjely, Director – Public Engagement, Arpan