You are the director of corporate communications for Orangey, a popular animated series for preschoolers. Orangey a 5-year-old male cat, is the main character in the television and on-demand series. Each 11-minute episode features Orangey and his sister Tiger in many adventures using their imaginations. Orangey and Tiger are often joined by their friends Milo and Mittens.
The series has received consistent high ratings and earned respect from critics and family groups applauding the focus on young children playing, using their imaginations and realistic relationships among friends and siblings.
Like every popular series for children, there is plenty of Orangey branded merchandise — toys, figurines, clothing, school supplies, towels and bedding, plates and cups, books, videos and much more. Toddlers and preschool aged children love Orangey, and fortunately, parents do, too.
Orangey has a social media presence on Facebook, Instagram, TikTok and YouTube. Each of these platforms official Orangey accounts has between 1.4 million and 9.7 million followers or subscribers. The content varies for each platform, but all four showcase clips or full episodes of Orangey. Facebook and Instagram often feature the characters posting content with remarks about the weather, friendship, holidays, family and imagination.
Research from a top psychological institute was recently released that showed that social media rewires young minds. Actively viewing and scrolling on social media releases the neurotransmitter dopamine. That brain chemical is responsible for feelings of reward and accomplishment and is addictive. Increased social media engagement, like indulging in clips and videos, lights up the same parts of the brain as addiction to drugs, gambling and alcohol. Heavy social media use is training the brain to crave dopamine.
Early exposure to excess dopamine can lead to struggles with attention, emotional control and maintaining healthy mental habits. The research concluded that children should not be using social media. All major social media platforms do not allow children to have accounts, but it is easy for a minor to use a fake date of birth to create an account, and many parents log into their account and allow their children to scroll and view.
The research has caused many family groups to speak out and demand change. Orangey is the primary target because it is the number one brand for young children. Family groups have stated that Orangey does not need to be on social media since children are not allowed to access the platforms. They also state that the very presence of the beloved character on these platforms is inviting children to social media and addiction.
The president wants you to decide how to proceed on social media and develop a communications plan that will deliver a strategic message to each market: family groups, parents and children.
