Branded Content, Social, Event

In the wake of 2020’s Black Lives Matter protests and response to the killing of George Floyd, the United States found itself gripped by social change. While the nation examined institutional and individual manifestations of racism, parents searched for ways to actively talk to their children about bias, and set out to raise a generation of children who think for and beyond themselves.

“From the Start,” a partnership between Johnson & Johnson Baby Brands and SomeSpider Studios, was co-created to provide tools that empower all parents to talk to their kids about racial bias. We partnered with experts in child psychology, racial bias, cognitive development, education and children’s entertainment to ensure the content’s integrity. The campaign lived as a 5 month sprint of 360° content, including videos, articles, social media posts, a tent-pole live streamed event, and resource hub website.

“From the Start" positively impacted brand perception and favorability for Johnson & Johnson Baby brands, reinforcing its purpose to help every child have the healthiest start to life, regardless of race, gender, or economic status. The campaign’s brand perception study showed a 27% increase in “providing education to parents on impact of racial bias to children,” 25% increase in “helping parents uncover their own racial biases,” and 16% increase in being “brands you trust to the right thing when no one is looking.” And SomeSpider’s audience was truly engaged with the custom content, with article engagement landing at 10% above their norms and social media action rates performing at 95% above their norms.