Peppa Pig recently rolled out their sustainability campaign in India with a vision of teaching children long-term values at an early age. Ensuring the little ones are conscious of their environment, Peppa launched an awareness-raising campaign to showcase the fun and thoughtful ways of helping children develop a sustainable mindset.
The campaign kickstarted with popular television actor and former model Smriti Khanna along with other content creators like Simone Khambatta and Ritcha Verma, child influencer – Kiara Nautiyal, and child psychologist – Payal, educating their children on the 4Rs of sustainability through a Book Exchange Program. Identifying simpler ways to create a change, the initiative aims at teaching kids mindful living through exchanging old books, instituting the overall growth and mental well-being of children by encouraging them to take the first step towards a conscious lifestyle.
With an aim to diversify the target audience, the campaign was planned with celebrity mom influencers, psychologists, and child influencers, focusing on educating young children about the importance of sustainability from an early age. Through engaging posts and a host of adorable videos of young children participating in the book exchange, the campaign secured a positive sentiment across social media, garnering a reach of over 4 MN and 800K+ impressions. Peppa Pig also tied up with BabyChakra – a parenting community and social platform to promote sustainability through a giveaway for the fans.
Bringing the campaign essence to life and making sustainability a larger conversation, Penguin India is all set to install Book Donation Boxes at local bookstores in Bengaluru, Delhi, Mumbai, and Kolkata in January 2023.
Commenting on the initiative, Patricia Chan, Marketing Director, Entertainment One mentioned, “It is important to begin raising awareness early, so small children grow up understanding the importance and value of sustainable living in every aspect of their daily routine. With this in mind, we launched our Peppa Pig sustainability campaign in November to speak directly to small little kids. We believe that sustainable activities can be easily incorporated into a child’s everyday lifestyle in fun and thoughtful ways and that is where the idea of the book exchange stemmed from.”