The social responsibility news was previously only aimed at adults. We wanted to bring this important message to the children showcasing how LEGO also cares for the environment. But how do you get this message across in a child friendly way?
We created a fun theme to umbrella all the social responsibility news under called ‘Planet Crew’. Where the children became part of the LEGO Planet crew by engaging with the activities. We explained what wind power was in a simple interactive tutorial and encouraged the children to participate in their own planet promises, like turning off their lights when not in their rooms and running their bath a little shallower. We also engaged the children by using Batman as our ambassador and creating a small video where he explains that the world is ‘nearly’ as important as he is.