Building a Global PR Content Platform Through Children’s Voices

Kids Recommended transformed research into a global PR-led content platform authored through children’s voices. Based on insight from over 7,000 children and parents across nine markets, Experience Abu Dhabi identified a universal truth: children play a powerful role in family travel decisions, yet their perspectives are rarely used to shape destination storytelling. Instead of summarising insight through traditional communications, the campaign turned research into creative fuel. PR led the development of a modular, insight-first content ecosystem anchored in one idea – holidays designed by kids, for kids. Children’s perspectives informed a hero film, a kid-designed itinerary, organic social storytelling, creator content, and a Kids Passport that extended the story into lived experience. The content travelled globally without losing emotional relevance, flexing by market while preserving a single, coherent idea. The result was a PR-led content platform that delivered 3.18 billion reach, 81.6% engagement, and 3,000+ pieces of coverage – proving that child-authored storytelling can drive both emotional resonance and measurable global impact.