Switch It On, Read Along
Discovery Kids
2015
Discovery Kids
2015
Discovery Kids launched in Australia on November 3, 2014 – with 100% closed captioning.
The addition of this vital feature was rooted in research showing that viewing video content with captioning can help strengthen literacy skills and vocabulary development in young readers, and highlights Discovery Kids' strong commitment to further enhancing the educational programming on the channel.
The marketing brief was to educate viewers on the importance of closed captioning to the development of literacy. The positioning requirement was to clearly communicate this feature to parents, while avoiding coming across as boring or nerdy to kids.
The first spot features the face of Discovery Kids – Robert Irwin, the then 12-year-old son of the original Crocodile Hunter, Steve Irwin – demonstrating how closed captions can help the audience to understand what their favourite characters are saying.
The second spot – designed and animated by Sydney-based design agency Cycho – takes a whimsical approach, imagining a heroic character living within our television sets. Both spots have the same core message: "Switch It On, Read Along... only on Discovery Kids!"
2015 – Animation and Effects Festival Awards (AEFA) - Finalist for Idents & Stings
See More: TV, PSA, Brand Marketing, Promos, Australia, Asia-Pacific, Discovery, Discovery Kids
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The addition of this vital feature was rooted in research showing that viewing video content with captioning can help strengthen literacy skills and vocabulary development in young readers, and highlights Discovery Kids' strong commitment to further enhancing the educational programming on the channel.
The marketing brief was to educate viewers on the importance of closed captioning to the development of literacy. The positioning requirement was to clearly communicate this feature to parents, while avoiding coming across as boring or nerdy to kids.
The first spot features the face of Discovery Kids – Robert Irwin, the then 12-year-old son of the original Crocodile Hunter, Steve Irwin – demonstrating how closed captions can help the audience to understand what their favourite characters are saying.
The second spot – designed and animated by Sydney-based design agency Cycho – takes a whimsical approach, imagining a heroic character living within our television sets. Both spots have the same core message: "Switch It On, Read Along... only on Discovery Kids!"
2015 – Animation and Effects Festival Awards (AEFA) - Finalist for Idents & Stings
See More: TV, PSA, Brand Marketing, Promos, Australia, Asia-Pacific, Discovery, Discovery Kids
︎ BACK