"When you can see it from their side, you can be on their side"
In the U.S., one in five children struggles with learning and attention issues. That’s 15 million children ages 3–20, and many of their issues go undiagnosed. The adults in their lives often have a hard time understanding their issues due to misconceptions and a lack of information and resources. As a result, children with learning and attention issues often face both academic and social challenges. However, with the right strategies and support, parents can help children unlock their strengths and thrive in school and in life.
The integrated campaign (consisting of TV, radio, print, OOH, digital, and an online exclusive film) demonstrates how learning and attention issues can look different to children and their parents. On one side, a child may see numbers, letters, and sounds that don’t make sense, or distractions that prevent them from focusing. On the other side, parents and teachers may see the child as unmotivated, disinterested, poorly behaved, or simply not that intelligent. The PSAs bring to life these “two sides” of the learning and attention issues story by depicting both the parent and child perspective and encouraging parents that, “when you can see it from their side, you can be on their side.”