Brand Safety Adtech Creativity

SuperAwesome returns to the DADIs to reward responsible digital engagement with kids & teens

By Jenni Baker | Assistant Editor

SuperAwesome

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August 1, 2022 | 4 min read

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.

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 (DADIs) 2022 for the second year running to launch the Award for ‘Best Responsible Digital Engagement with Kids & Teens’.

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

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.

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“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 August 11, 2022.

Brand Safety Adtech Creativity

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SuperAwesome is making the internet safer for young audiences. The company’s technology enables safe, compliant digital engagement with kids and Young Teens around the world. SuperAwesome is used by hundreds of brands and thousands of developers to enable over 12.5B kid-safe transactions every month. Founded in 2013, the company was acquired by Epic Games in 2020.

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