Knowing that Hey Duggee delivers on our target parent audience need for their child’s screentime to aid their development whilst feeling fun and lively, this campaign targeted parents of pre-school children in a creative and digitally led way. Hey Duggee is a colourful show that teaches their kids’ important life lessons whilst singing, dancing and laughing along. Exclusively available on BBC iPlayer, parents can relax whilst knowing that their kids are in safe hands with Duggee, or with plenty of in jokes for parents, they can laugh along too! In order to communicate this, we created an ‘Alphabet for Adults’ – a song that you would usually expect to be for children, communicating all the benefits of the show in a fun and humourous way to parents. The full song lived online, and we created a plethora of edits, tailored to the media space in which they featured. Social, Youtube, billboards, radio all featured different versions. We also engaged influencers and ran a public competition, giving grown ups the opportunity to win ‘parent badges’, celebrating the little wins of parenting resulting in thousands of entries. The campaign resulted in an uplift of new viewers to Hey Duggee on iPlayer.