PBS Kids Directs First Branding Pitch at Parents

Faced with increasing competition from cable channels, PBS Kids, the children’s programming arm of the Public Broadcasting Service, is launching its first-ever branding campaign.

The national print effort from One and All pitches parents by highlighting the educational aspect of PBS Kids programs rather than the characters, which include Arthur, Mr. Rogers and Teletubbies, said Mike Lescarbeau, creative director at the Minneapolis agency.

“The best way to talk about the shows was to talk about their effect on kids,” Lescarbeau said.