PAW PATROL
Back to ProjectsAM: Mansi Singh
Copywriter: Sara Azad
Art Director(s): Vanya Verma and Anushree Chatterjee
The Ask
Position PAW Patrol as a valuable ally to modern parents by transforming it from "just a kids show" into a meaningful tool that builds family confidence and connection.
Core Message
PAW Has Your Back
Because every parent deserves to be heard.
Insight
Parents aren't just looking for shows their kids love — they're looking for shows that support them as parents. In the everyday chaos of parenting toddlers, being heard by your own child can feel impossible. Confidence in parenting starts when parents feel seen and supported too.
The Big Idea
PAW Has Your Back
PAW Patrol becomes more than entertainment — it becomes a bridge. A voice that helps parents connect with their children in the moments they need it most.
Strategy
1Get
Millennial and Gen Z parents of 2-to-5-year-olds who doubt PAW Patrol's value
2To
See it as a parenting ally that helps them communicate, calm, and connect
3By
Letting PAW Patrol "speak" for them — through cameos, filters, and real-life mascot moments that surprise and support both parent and child
Implementation
1OOH & Experiential
PAW Patrol mascots surprise families in public spaces (e.g., malls) by showing up during toddler meltdowns to help parents soothe their kids. Hidden cameras in security rooms cue the mascots when help is needed.
2Social
AR filters where kids can interact with their favorite characters while parents enjoy a moment of calm (or control). Giving parents tools to guide behavior in fun, non-frustrating ways.
3App
A mobile app that lets parents record personal voice messages using their child's favorite PAW Patrol characters. "Brush your teeth," "Go to sleep," or even "Take off that underwear hat," now has Chase delivering the message. Because sometimes, parents need backup.