Philadelphia, PA - April 9, 2007 - PBS KIDS Sprout
(SproutOnline.com), the first and only 24-hour preschool
destination available on TV, on demand and online for kids ages 2-5
and their parents and caregivers, will launch a multi-phase
branding campaign beginning April 23. The "We Share" campaign
is designed to reinforce the network's commitment to creating
opportunities for preschoolers to invite their families into their
world to share meaningful and playful moments together.
Developed by Red Tettemer, Sprout's agency of record, the campaign
consists of a series of print ads and television spots to reach
both trade and consumer audiences nationally.
The spots feature preschoolers enjoying and sharing everyday
moments with moms, dads and caregivers and links these moments with
Sprout programs like Sesame Street®, Barney & Friends™ and
Caillou™. Each spot highlights Sprout's unique 24/7
programming proposition with an emphasis on how the network creates
opportunities for preschoolers to invite their parents and families
into their world. The print ads will appear in national trade
and consumer parenting magazines, as well as a variety of targeted
online and outdoor vehicles, including billboards, bus shelters,
phone kiosks and coffee cups. The television spots will air
nationally across targeted cable networks and PBS affiliate
stations, as well as on Sprout's linear channel, Sprout On Demand
"We created Sprout to be an active, shared viewing experience,"
said Sandy Wax, president of PBS KIDS Sprout. "Our
programming is designed to foster parent/preschooler interaction
through gold-standard, curriculum-based shows and short-form
original programs that inspire activity and conversation between
children and parents, and our new branding campaign really brings
this to the forefront."
Eileen Diskin, VP of Marketing for PBS KIDS Sprout, added, "The
'We Share' campaign effectively captures the fresh, playful and
kid-directed spirit of our brand while reinforcing our core vision
of bringing parents and kids together into a child's world.
We tested the concept with our audience in a series of focus
groups, and they told us it's a wonderful interpretation of
Sprout's positioning and communicates our key messages in a very
real, relevant and emotional way."
She continued, "The campaign illustrates the personal connection
that only a caregiver and child can have and how that experience
relates to Sprout - whether it's a special victory dance at a
t-ball game or a spontaneous imagination adventure at a local diner
on the way to grandma's house."
All requests for samples of the print ads or television spots
from the new campaign should be directed to Jenni Glenn at the
contact information listed below.
PBS KIDS SproutSM (SproutOnline.com) the first and
only 24-hour preschool destination available on TV, on demand and
online for kids ages 2-5 and their parents and caregivers, was
created as a partnership among Comcast Corporation, the country's
leading provider of cable, entertainment and communications
products and services; HIT Entertainment, a leading provider of
quality entertainment for young children; PBS (Public Broadcasting
Service), the most trusted distributor of award-winning children's
programming; and Sesame Workshop, the nonprofit educational
organization behind Sesame Street.
The 24-hour network, which launched in September 2005, is
available on digital cable and satellite to 20 million homes.
With over 110 million orders in 2006, Sprout is the #1 Kids On
Demand service. The network's program lineup of
gold-standard, curriculum-based children's shows includes:
Sesame Street®, Bob the Builder™, Barney & Friends™, Thomas
& Friends™, Angelina Ballerina™, Sagwa: The Chinese Siamese
Cat™, Caillou™, The Berenstain Bears™, Jay Jay the Jet
Plane™, Teletubbies™, Dragon Tales™, Pingu™, Make Way For Noddy™,
Jakers! The Adventures of Piggley Winks™, and more.
PBS KIDS Sprout