At Disney we know that every child has a chance to make a difference in the world. Disney Interactive recently launched Citizen Kid, an original web series that celebrates the potential in all kids, and the extraordinary things they accomplish when they embrace their interests and talents. Walt Disney once said, “Our greatest natural resource is the minds of our children,” and this new series demonstrates the amazing things kids are capable of when parents, guardians and loved ones give young minds the freedom and encouragement to live their dreams.
Citizen Kid is about inspiring kids to reach their fullest potential, and the series’ exclusive sponsor, Milk, is devoted to fueling that potential, one glass of milk at a time. With nine essential nutrients, including eight grams of high-quality protein, in every 8-ounce serving, a glass of milk can help families “milk” the most out of life.
“Citizen Kid encourages kids to embrace their interests and talents, and Milk is focused on fueling active, successful days by encouraging families to start every day with milk,” Disney Interactive’s Vice President of Alliances and Sponsorships Josh Mattison says. “With both brands focused on empowering kids and families, this partnership was a very natural collaboration.”
Viewers and guests can join in the campaign by using #CitizenKid on Twitter, Facebook and across social media to share their own stories about a Citizen Kid (or many) they know.
“Social media participation is a huge piece of #CitizenKid,” Disney Interactive’s Senior Director of Content and Programming Dan Reynolds adds. “We’re sharing stories of kids we’ve found who embody the qualities of a Citizen Kid, but we know that our fans and their friends have hundreds of thousands of stories to share and that’s where social comes in.”
During the 18-episode series, viewers will watch children take ordinary activities, like recycling or playing chess, to better the world around them. Head to Disney.com/CitizenKid every Wednesday to see new episodes! The first three episodes of Citizen Kid are live now, including:
Episode 1: “Hailey”—A 9-year-old ice skater and Olympic hopeful gathers gently used skates and hockey equipment to help host skating lessons for underprivileged kids.
Episode 2: “Sam”—A 12-year-old who took an interest in garbage collection raises money for charity by recycling ink cartridges, cell phones and other tech trash from local businesses.
Episode 3: “Courtney”—A 15-year-old with a passion for animals became a certified vet assistant in order to volunteer at her local veterinary hospital.