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The Drum has teamed up with SuperAwesome, the leading kidtech platform now owned by Epic Games, to launch a brand-new category at The Drum Awards for the Digital Industries (DADIs) 2021 that will look to celebrate a brand product or campaign that provides the ‘Best Responsible Digital Engagement with Kids’.

The free-to-enter awards category, sponsored by SuperAwesome, will reward work – campaigns or products – that harnesses exciting, innovative and creative approaches to engage and entertain young audiences in a responsible manner. Judges will be looking for innovation and creativity, clear strategic thinking, effectiveness and tangible results.

SuperAwesome is focused on making the internet a safer place for kids – and with 87% of parents saying their children influence their purchasing decisions, there is a paramount need to create a safe space for them when browsing online. But engaging youth audiences in digital environments can be complex – from channels and content formats to complying with global privacy laws.

This award will recognize brands, agencies and businesses with responsible engagement strategies in place, highlighting and celebrating the campaigns and products that are helping to keep kids safe online.

“Kids are a greater digital force than ever before and the need for a responsible approach to youth digital engagement has never been more important,” says Dylan Collins, chief executive of SuperAwesome. “SuperAwesome exists to make the internet a better place for younger audiences and we are proud to partner with The Drum to recognize the agencies, brands and companies building incredible, fun and safe digital experiences for kids and young teens.”

In today’s digital landscape, marketers have the potential to do more than ever before. With powerful tools at their disposal, a plethora of media channels and comprehensive data sets, the challenge now is to stand out in a crowded field. The DADIs seek to reward the companies and people behind the most effective, innovative marketing.

The awards will be chaired by Phil Jones, founder and organizer of Podge Events, with an esteemed panel of judges from companies including Vodafone Business, Mums in Tech, Gymshark, PwC, Boots UK and Purple Bricks. See the list of confirmed judges here.

Do you have a campaign or product that fits the criteria for ‘Best Responsible Digital Engagement with Kids’? Make sure to enter here before the official awards entry deadline on August 5 2021.