By: Monika Oomen – VP Brand, Communications and Digital Content Strategy, Kids EMEA at Warner Bros Discovery MENA

When we think of environmental advocacy, we often picture high-profile activists, policymakers, or scientific experts come to mindHowever, there is a quieter revolution unfolding, led by the youth among us. Storytelling plays a crucial role in shaping young minds, especially when it comes to environmental awareness.

With networks dominating children’s entertainment, content creators have a unique opportunity to educate young audiences on sustainability through engaging, age-appropriate narratives. When children see their favorite characters practicing sustainability—whether it’s recycling, conserving energy, or protecting wildlife—they are more likely to adopt similar behaviours in their own lives. These stories don’t just entertain; they inspire meaningful change, creating a generation that views environmental responsibility as a natural part of everyday life.

Entertainment as a Gateway to Awareness

For decades, television has been a source of education wrapped in entertainment. Shows centered around nature, sustainability, and conservation have become a staple in children’s programming, not as an afterthought but as a deliberate effort to shape young minds. This aligns with the expectations of parents and caregivers; in a survey, nearly 70% believed children’s media should provide age-appropriate information about climate issues, while 74% agreed it should also highlight actionable solutions. According to our own data almost 90% of kids asked expect media – Cartoon Network – to help them to tackle climate issues. This growing demand among kids and parents plays a vital role in fostering a generation that understands and engages with environmental challenges

Characters in animated series aren’t just saving the world from supervillains anymore—they’re also rescuing forests, cleaning up oceans, and advocating for responsible resource use. These stories plant seeds of curiosity and concern, importantly making environmental awareness feel like an adventure rather than a burden.

But it’s not just the narratives. Networks understand that kids don’t just watch—they participate. Digital content, educational resources, and interactive campaigns allow them to take action beyond the screen. And that’s where real change begins.

Collaboration Between Kids’ Networks and Organizations

What happens when a network powerhouse teams up with an environmental organization? Collaborations like Water Week, social media content and challenges media emerge—bridging entertainment with real-world action. These partnerships do more than educate; they empower and drive real-life engagement

A strong example of a content-driven sustainability initiative is Cartoon Network’s Climate Champions campaign, a multiregional and multiplatform program designed to engage kids on climate issues and inspire meaningful action By leveraging its beloved characters and storytelling, Cartoon Network encourages children aged 6 to 12 to take on daily challenges that collectively contribute to combating climate change.

In EMEA, Cartoon Network has partnered with Envision Racing to launch a cross-platform campaign aimed at raising awareness about e-waste—an increasingly relevant issue for young audiences. Meanwhile, in MENA, Climate Champions collaborated with the Emirates Environmental Group to create a competition where kids illustrated sustainability challenges using popular Cartoon Network characters, blending creativity with environmental education.

Overall, the Cartoon Network Climate Champions E-waste campaign alone delivered a reach of 16.1M across digital platforms, with significant additional reach achieved via TV, press, and partnership activities. demonstrating the scale of engagement and impact.

These initiatives showcase how entertainment can drive real-world impact. A recycling campaign isn’t just a fun idea—it’s guided by actual conservationists.  And kids can become active participants in a global effort. They bring these lessons home, influencing their families to make more sustainable choices.

The Digital and Social Media Factor

Gone are the days when advocacy was limited to leaflets and petitions. Today, social media campaigns can spark a movement. Kids’ networks are tapping into this digital revolution, making environmental advocacy accessible, engaging, and shareable.

Through platforms like YouTube, TikTok, and interactive websites, children can engage in challenges—like reducing plastic use for a week or planting trees in their communities. Cartoon Networks Climate Champions accepted over 2m challenges in 2024. Gamification plays a role too; apps and online experiences reward sustainable behaviors, making eco-consciousness feel rewarding rather than overwhelming.

The reach is undeniable. A single video can inspire millions of young viewers. A trending hashtag can turn an environmental cause into a global conversation. And when kids see their peers advocating for change, they feel an even stronger pull to join in.