Popular children's magazine Highlights, recognized as a staple in pediatric offices across the U.S., is debuting its first brand campaign in its 74-year history. The campaign, which includes a 30-second video set to be released on Wednesday, aims to better connect the brand with millennial parents.
According to Highlights, the brand is "newly focused on reaching millennial parents who are bringing children up in a time of increased childhood anxiety, growing competition among peers and a fixation on accomplishments." The campaign and accompanying 30-second spot is from independent agency Giant Spoon.
The ad, which will be distributed across social media and YouTube, encourages children to "try to see the bright side," "try a little adventure" and ultimately "try something new." Kent Johnson, CEO of Highlights for Children, said the brand's purpose has always been rooted in helping "children become their best selves. It’s our responsibility to nurture optimism in them, helping them see their own worth," he said.