The Disney Channel was launched on April 18, 1983, as a premium cable channel owned by The Walt Disney Company. Initially available in just a few million homes, it was one of the earliest cable channels devoted solely to children's programming. Our goal is to build affinity for Disney as a relatable entertainment brand that celebrates the awkward stages of growing up. Key message is to embrace childhood's awkward magic through Disney's hilarious, heartwarming shows.
#AwkwardYears
Target Audience: Millennial parents nostalgic for the innocence of their own childhood and to extend that same experience to their children.
Role: Copywriter, Creative Strategist, Art Direction, Social Media Strategist
"Our goal is to build affinity for Disney as a relatable entertainment brand that celebrates the awkward stages of growing up."
Key Insight
​-Kids these days, especially Gen Z and Alpha, are experiencing the stresses and self-consciousness of adolescence much earlier due to influences like social media, pop culture, etc.​
-​KGOY’ or ‘kids getting older younger’, meaning children are more savvy than previous generations
Strategy
Get: Millennial parents with young kids
To: Rediscover and embrace the joy, innocence, and magic of childhood
By: Offering heartwarming, relatable Disney Channel content that celebrates the awkward stages of growing up Because: Kids deserve a place to enjoy their youth at their own pace
Embrace Awkwardness
#AwkwardYears
