It’s not every day a children’s TV network broadcasts an ad designed to scare, provoke emotion, and prompt a difficult discussion. But as #BlackLivesMatter protests continue across the US, Nickelodeon is signaling its support and rejecting the idea that kids should be shielded from hard truths. We explore the insights behind this and how youth brands are educating their audiences about the Black Lives Matter movement.
Alongside Viacom’s other channels, Nickelodeon broadcast a commercial in honor and remembrance of George Floyd, the black man who was killed at the hands of police. It consisted of a simple black screen and the words 'I Can’t Breathe', and it aired for a whole 8 minutes and 46 seconds, with the sound of breathing in the background, to symbolize the length of time that a white police officer knelt on his neck. The ad also included a call to action to support Color of Change, a civil rights advocacy organization.
Ahead of the ad, Nickelodeon shared a short message and a Declaration of Kid’s Rights, which has been also shared across Nickelodeon’s social media channels, encouraging young viewers to understand and stand up for the values they believe in. While the commercial has received praise from many, there’s also been backlash from parents who claim it's too scary for children.
The general acceptance of such an ad suggests a shift whereby parents are seeing the value of teaching their kids uncomfortable and upsetting realities. Indeed, 92% of parents agree that children need to see the reality of what happens in the world and can’t be shielded from everything. However, 60% want kids to have a degree of shelter from hard truths so they can experience childhood happily. Evidently, a balance needs to be struck. By airing the ‘I Can’t Breathe’ video, Nickelodeon is hoping to spark an important conversation among parents and children, as well as offering educational support to a generation growing up with exceptionally high expectations of inclusivity and social justice
Ope Oduwole is a junior behavioural analyst at Canvas8. He has a BA from the University of Nottingham and leans on the inquisitive nature of his studies. With an avid interest in all things creative, if he’s not at a concert or poetry reading, he’s buried inside a book with a cup of green tea.
