Most technology wasn’t designed with kids in mind. The nonprofit organization Common Sense Media is on a mission to change that. They work tirelessly to keep kids safe online by providing entertainment ratings, reviews, research, education, and advocacy. Unfortunately, they are primarily known for their free ratings and reviews, which has significant implications on their financials. The challenge was to broaden their narrow brand perception and encourage families engaging with their free content to upgrade to a paid membership.

To address this, we introduced the strategic line and platform “Make Sense of Their World,” positioning Common Sense Media as a tool to help families responsibly navigate their kids' digital lives. We launched this strategic shift with holiday newsletters and a digital campaign, reframing their extensive parental guides as the solution to the many digital questions and challenges families face during the holiday season.