Nickelodeon is celebrating "a new generation of empowered girls" with a monthlong series of spots that kickoff its multiplatform campaign titled "That's Me."
“That's Me" is a year-round brand campaign that explores and honors all of the attributes and differences that make all kids unique. The kickoff of the campaign focuses on girl empowerment to coincide with Women’s History Month, while different cultures, heritages and backgrounds will be highlighted throughout the rest of the year.
The campaign launches Thursday, March 1, 2018 with a series of public service announcements (PSAs) that will pay homage to inspiring historical and contemporary women from the worlds of entertainment, sports, politics, science and the arts. The campaign aims to "explore and honor all of the attributes that make kids who they are — their personalities, backgrounds, experiences and heritage."
“Girl empowerment has been a part of our DNA since the beginning. We put girls in lead roles in shows like Clarissa Explains It All and Dora the Explorer. And have proven time and time again, girls in lead roles, if done well, will attract both boys and girls,” said Cyma Zarghami, president of Viacom Inc.'s Nickelodeon Group.
The multiplatform initiative was developed based on the brand’s ongoing research, which shows the most diverse generation of children exists today. The campaign echoes the acceptance and inclusion children are demanding in entertainment, as 93 percent of kids responded that they want friends of different races or ethnicities, according to Nickelodeon.
"The 'That's Me' campaign celebrates what we know about kids today," Zarghami said. "We know that they are authentic. We know that they love to celebrate diversity. We know that they have and want friends of different genders, races and ethnicities. They don’t identify themselves as just one thing anymore. They identify as many things. So this campaign celebrates all of those differences.”
The campaign will also honor female talent and events including Amelia Earhart, the 2017 Women’s March, Michelle Obama, Frida Kahlo, Carol Burnett, Dorothy Dandridge, Beyoncé, Ronda Rousey and Lena Waithe, and will feature Nickelodeon talent.
“It turns out, with everything that you’re reading about this industry and others and the #MeToo and Time's Up movements, this is an important time for young girls to see messages of empowerment,” Zarghami explained of the company’s decision to coincide the campaign’s launch with Women’s History Month.
While honoring attributes like children's personalities and heritage, Nickelodeon plans to spotlight girls’ attributes that allow them to overcome challenges and become history-making women.
The spots will also showcase the qualities these women and this current generation of girls share in common, while stressing the continued relevance of women’s groundbreaking achievements for future generations.
The brand campaign also will be featured across Nickelodeon's digital and social platforms, including online at nick.com/womens-month.
Nickelodeon's That's Me initiative follows Viacom launching a year-long series of PSAs supporting the Association of National Advertisers’ #SeeHer initiative, which aims to show a positive portrayal of women in media, in February 2018. The campaign, presented by sponsors including Johnson & Johnson Consumer and Unilever, runs on Viacom's flagship networks MTV, VH1, Comedy Central, Paramount Network and Nickelodeon plus CMT and TV Land. Spots from the sponsors will air adjacent to the PSAs. The first spot featured a young woman in science class imagining herself someday in the White House helping the president avert a tragedy. A second spot, aimed at younger viewers, aired on Nick, and feature female characters from the network including Phoebe Thunderman from The Thundermans and Nella from Nella the Princess Knight.
Watch two of Nickelodeon's That's Me spots, launching Thursday, here on The Hollywood Reporter.
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