After commissioning two surveys, EdTech and media company Lingokids, the owner of the first learning and educational app for children aged 2 to 8 years old, discovered that many American parents experience shame and guilt when handing over a smartphone or a tablet to their kids. In a world in which parents find themselves under constant pressure to be perfect and where parenting books often advise against the use of such devices, screen time has become a source of anxiety for many parents.
The findings revealed that 74% of the parents carry an invisible guilt on their shoulders about their child’s screen time, yet less than 10% engage in the topic with caregivers or other parents. With so much silence around the subject, many might feel they are failing their kids. Based on these findings, Lingokids kicked off a campaign inviting parents to join a conversation around the topic and stop being so harsh on themselves, particularly in the digital age we live in.
The app first prompted New York parents to vote “guilty or not guilty” regarding their kids’ screen time. Lingokids later revealed the results, alongside a short video developed with the help of Piel Creative Studio, Emmy-winning film director Diego Hurtado de Mendoza, and Latin Grammy-winning composer Fernando Velázquez. Simply titled “The Trial,” the film is a social experiment in which the brand enlisted 11 real parents to put their screen-time-related guilt on trial. While in the courtroom, parents expressed their feelings and struggles regarding screen use, sharing their thoughts on the pressure of modern parenting.
“As a mother, I know how overwhelming it can feel to make the “right” decisions for our kids, especially when it comes to screen time. I’ve felt the guilt. I’ve questioned myself. But here’s what I believe: technology isn’t the enemy. It’s the way we use it that makes all the difference. At Lingokids, we’re committed to making screen time safe, educational, and guilt-free for families all around the world. And this campaign is a powerful reminder of that mission,” said Maud Cariddi, Global VP of Brand at Lingokids.
For years, parents have struggled with finding screen-time solutions that are both educational and entertaining. Developed to be an enriching resource for kids without compromising on safety, Lingokids offers high-quality content and vibrant characters on a 100% ad-free platform. With thousands of educational activities, the app offers meaningful digital experiences to children and lifts the burden of guilt from parents’ shoulders.
CREDITS
Brand: Lingokids
Agency: Piel Creative Studio
Image: GlobeNewswire
