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Mattel: Earth Day 2022


Working to create positive social impact through purposeful play and contributing to a more diverse, equitable, inclusive, and sustainable future, Mattel were looking to use their force for good to empower the next generation to #lovetheplanet.

With a lack of accessible articles and activities to both help educate kids on environmental issues and support parents to better engage kids with difficult topics, Mattel teamed up with Creature & Co. to produce a set of resources to prompt important conversations throughout Earth Month.

Mattel asked us to both educate kids on natural ecosystems, to help build empathy for the natural world, and inspire future generations by highlighting Nature Heroes like Greta Thunberg and Jane Goodall.




Using our successful content structure, Inform, Inspire, Empower, we created 12 fascinating fact sheets specifically for kids; researching, verifying and presenting information about different environments and planet heroes. In adapting the language for a younger audience and using a balance between positivity and honesty, we were able to communicate challenging topics associated with protecting ecosystems in a digestible and engaging way.

To avoid feelings of hopelessness and despair around climate change, we looked to equip both kids and adults with an optimistic sense that positive change is possible by introducing purposeful play. To help kids take action themselves, we included a checklist of ideas on how to get involved, showcasing that even small actions can make a difference.

We also created valuable resources with carefully considered messaging to help parents talk to kids about climate change. From DIY crafts to Eco tips, we gave the whole family a role to play in protecting the planet beyond Earth Day.



STRATEGY: Creative.
INSIGHTS: Content research & verification.
CONTENT: Creation.


GOAL 4: Quality Education
GOAL 14: Life Below Water
GOAL 15: Life On Land