74% of parents feel guilty about letting their kids use screens. The idea of perfect parenting has become a spectre that punishes parents trying to achieve it.

Lingokids, the #1 interactive app for kids aged 2-8, and Piel Creative Studio decided to hold a trial. The Trial wasn’t a metaphor. It was a real courtroom session in which 11 unsuspecting parents arrived without knowing they were about to be judged. Their reactions, emotions, and testimonies were all 100% real and unscripted.

The campaign film was produced by Roma and Heaven, directed by Emmy-awarded director, Diego Hurtado de Mendoza, and features an original score by awarded composer, Fernando Velázquez.
The campaign roll-out also includes Samy leading the social media strategy, and Allison Worldwide overseeing PR planning and execution.

“Today’s parents, compared to past generations, often prioritize emotional engagement, open communication, and understanding their children’s perspectives, while facing increased pressure and societal expectations,” stated board-certified pediatrician, Dr Mona. “This stress can lead to an immense amount of parental guilt and more intensive parenting styles. The resolution in The Trial by Lingokids underscores that parents are more than enough for their children just as they are, and it’s okay to take a break using technology, as long as it is safe, educational and used in moderation.”

 The campaign began in April, when Lingokids invited parents to open a conversation around screen time parent guilt by rolling out thought-provoking out-of-home content in New York City, prompting parents to vote “guilty or not-guilty” about their feelings when it comes to screen time use for their kids. Thousands of people took part in a public poll that sparked widespread debate. Teo commissioned surveys also revealed that:

• Approximately 87% of American parents permit their children to use screens, however, less than 10% of American parents frequently engage in discussions about screen time with other parents or caregivers
• Nearly half of parents (46%) feel pressured to constantly entertain their child
• 77% of American parents feel judged by others at least some of the time for allowing their children to use screens
• One in four American parents report that judgment related to their child’s screen usage has a detrimental impact on their mental well-being 
• 1 in 2 American parents believe that screen time can definitely or probably benefit their child’s development if managed correctly
• Nearly 40% of parents endorse moderation as the cornerstone of managing screen time effectively

“This data reinforces that technology isn’t the enemy and not all screen time is created equal,” stated Lingokids CMO, Mikael Journo. “The real challenge is that parents often feel caught between two extremes – content their kids enjoy but they feel guilty about, and content they approve of but kids won’t engage with on their own. At Lingokids, we want to help parents move beyond that guilt. Guilt-free screen time is possible when it’s intentional, when parents choose content that’s both developmentally beneficial and genuinely engaging for children. It’s not about eliminating screen time, but about turning it into a meaningful, enriching part of a child’s day.” 

The full campaign also includes content from notable US parenting influencers and key opinion leaders – paediatrician, Dr Mona; psychologist, Dr Ream; and educator; Jere Chang – as well as additional paid media buys across OOH, social and digital.