52% of kids in the U.S. talk to AI companions every month. 33% report discussing serious or "precious" questions with AI chatbots instead of talking to friends or family. This shows that many consider AI as a confidant for personal issues. (Science Alert).

We needed a campaign that could wake parents up to the fact that their child might be engaging negatively with a chatbot. The thing is, chatbots aren't top of mind for parents. What human truth could we align with that would get the attention of parents of teen and pre-teens?

Every generation has The Talk. But in 2025, it’s flipped. It’s not parents talking to kids about sex—it’s kids talking to bots about everything else.

The campaign begins with eye-catching, head turning posters meant to captivate.

A series of brand 6 social-first videos serve to educate: ⅓ of kids ask “precious questions” to AI and only AI. Our films drive home the fundamental question: If we wouldn’t want our kids confiding in a random stranger, why are we okay letting them do it with a bot? 

We then demonstrate: showing parents they may already follow having the uncomfortable talks. Well-known influencer families share honest, funny, and relatable videos of their families answering big questions .

Partners receive a full awareness package—posters, films, and social assets—to spark dialogue in their communities. Our TikTok street vignettes use metaphor to make the issue real: kids walk up to random strangers and ask personal, awkward questions they usually save for parents. It’s honest and a little unsettling—because when kids turn to chatbots for advice, they’re really just confiding in strangers.