LEGO Friends
LEGO Friends
LEGO Life, a safe social media network for children is used by approximately 9 million children across 78 countries. The LEGO Group chose the LEGO Friends IP to support a global anti-bullying initiative. It wasn't enough to promote positive behaviors, though. Kids need tools to fight bullying. We delivered over 100 assets to help them do it by navigating challenging situations, spreading kindness, and managing emotions.
The campaign went live during Anti-Bullying Week on World Children’s Day. Within 24 hours, our content broke annual records for comments and likes in the LEGO Life app, a hub for millions of kids around the world.
Read more about the campaign on LEGO's website.
We empowered kids to spread kindness
To jumpstart safe conversations about bullying, we needed to connect LEGO Life users peer-to-peer. We did it with over 100 SEL-led videos, quizzes, polls, and challenges.
Our approach empowered kids to fight bullying in three ways. First, it promoted healthy ways to handle tough social situations online, including negative and hurtful behaviors.
Second, it fostered empathy and encouraged kids to accept their feelings and respect other users’ emotions.
Finally, the content nurtured bonds within the LEGO Friends community, making it more positive and inclusive long-term.
