The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Online Safety Brand Strategy Work & Wellbeing

SuperAwesome returns to reward responsible digital engagement with kids & teens


By Jenni Baker, Senior Editor

August 1, 2022 | 4 min read

Sponsored by:

What's this?

Sponsored content is created for and in partnership with an advertiser and produced by the Drum Studios team.

Find out more

Young audiences influence more than $1.2trn in direct spend each year; kids and teens are your next customer, your next user, and critical to the growth and longevity of your brand. But with social media frequently grabbing news headlines for creating a negative impact on young audiences, brands have a responsibility to engage them with their digital safety and well-being in mind.

SuperAwesome's mission is to build a safer internet for the next generation

SuperAwesome's mission is to build a safer internet for the next generation

Kids, tweens, young and older teens are a fragmented group; they use multiple platforms and sites each week (including social) and are constantly trying new destinations, spending their time watching online videos, playing mobile and console games, and on social media.

To celebrate the most innovative, creative and safe approaches to captivate and entertain them, SuperAwesome has partnered with The Drum Awards for the Digital Industries 2022 for the second year running to launch the Award for ‘Best Responsible Digital Engagement with Kids & Teens’.

The free-to-enter category will reward a brand product or campaign that meets the entry criteria of creativity and innovation, and that accounts for the digital safety and well-being of young audiences. It will recognize brands, agencies and businesses with responsible engagement strategies in place to keep kids and teens safe online and help make the internet a safer place for them to play.

Powered by AI

Explore frequently asked questions

“We are excited to partner with The Drum once again, to recognize and reward the brands and agencies that are putting responsible, safe and fun digital engagement with the next generation at the heart of their campaign strategy," says Devra Prywes, global head of marketing and insight at SuperAwesome. "We can’t wait to see the innovation and creativity that other companies have unleashed into the world this year as we all work to build a safer internet for kids and teens.”

In 2021, UK Sport and digital agency True took home the inaugural ‘Best Responsible Digital Engagement with Kids’ award, sponsored by SuperAwesome, for their ‘FromHome2TheGames’ campaign. The platform was created to entice under-represented young people from all walks of life into a sporting career. Catch up on the winners interview here.

For 2022, entries will be judged based on innovation and creativity, clear strategic thinking, age appropriateness and intention to promote a healthy self-image, and tangible results. To be eligible to enter, the work must have been live to market between August 2021 and August 2022.

SuperAwesome partners with the world’s top brands and creators to enable safe, compliant digital engagement with young audiences around the world. Its mission is to build a safer internet for the next generation, and its services are consistent with the legal requirements of COPPA, GDPR-K, and AADC (Age Appropriate Design Code), and are certified through the KidSAFE, ESRB, and CARU Safe Harbor programs.

Do you have a campaign or product that fits the criteria for ‘Best Responsible Digital Engagement with Kids & Teens’? Enter your work here before the official deadline on September 29, 2022.

Online Safety Brand Strategy Work & Wellbeing

Content created with:


SuperAwesome is making the internet safer for young audiences. The company’s technology enables safe, compliant digital engagement with kids and Young Teens around...

Find out more

More from Online Safety

View all


Industry insights

View all
Add your own content +