I wouldn’t typically include my brand work in my behaviour change portfolio but given screen addiction begins so young, I was proud to do this work for Yoto, depositioning screens without even mentioning them once.
The Ask: Establish a global positioning for new children’s screenless listening device Yoto
The Insight: Children are facing a crisis of independence due to “helicopter style of parenting”. Parents are desperate to find ways to give their kids more independence but most entertainment devices are unsafe.
The Strategy: Position Yoto not as a toy but as a tool to safely foster independence
The Idea: “For ears with a mind of their own”. The OOH had beautifully shot images of children with oversized animals ears and our TV hints at how a child’s independence grows as they listen to Peter Rabbit.
