Designed to educate parents about the impact that media has on kids' live and the importance of parents (and parenting) in this picture, the campaign is supported by a $40 million TV ad campaign, online manner ads, a microsite, and a social media component.
The goal of Power to the Parent is to get parents to be involved in kids' lives and how they are using media to help them make educated and safe choices when using various media. The campaign includes three parent-targeted TV spots, tilted Role Models, Stadium, and Time Spent, which are already airing and will continue to run over the next year.
Comcast, Cox Communications, DirecTV, NBC Universal, and Time Warner Cable are supporting the TV campaign. The online initiative is supported by Common sense Media's partners Yahoo!, Facebook, GreatSchools, and Hulu, all of which will offer a connection to the campaign microsite via banner ads, links, and other content.