Nickelodeon has teamed up with child rights organization Plan International for a new pro-social campaign dedicated to promoting gender equity this spring, inviting kids to “rock themselves to greatness” with Together We Rock — comprised of a new digital game and an international marathon of empowerment-themed episodes of hit series School of Rock.
The campaign has launched and will run through the month of May.
“At Nickelodeon, we’re fortunate to have a global platform that allows us to encourage the world to be a more playful place for kids everywhere,” said Mario Cader-Frech, SVP of Public Affairs & Social Responsibility at Viacom International Media Networks. “Giving young girls creative tools that empower them to be proactive, bold leaders and help them navigate their world is an important part of that responsibility. Working with Plan International, we created Together We Rock specifically to remind kids that anyone can be a leader, regardless of gender.”
As part of Nickelodeon’s Together For Good initiative, the two entities are launching the Together We Rock game for free through Nick.com (playable on desktop and mobile). The game is led and narrated by Tomika from School of Rock, with players joining her on a quest to recruit new band members and unlock customizable elements through gameplay that lead to conquering bigger rock venues on their climb to the top — all while using concepts in coding to progress.
During the game’s development process, Nick and members of the Plan International Youth Delegation — including young leaders aged between 16 and 25 from El Salvador, Uganda and the US — met at Viacom’s New York headquarters for a brainstorming session, coinciding with International Day of the Girl last fall. The meeting explored how the serious subject of gender equity could be explored in a fun way.
International Day of the Girl is a global observance day declared by the United Nations to grow opportunities for girls and increase awareness of the challenges and gender barriers to education, healthcare, legal rights and more faced by girls worldwide.
“Plan International is thrilled to continue our partnership with Nickelodeon International. As a child-centered, rights-based organization, we are impressed with and grateful for Nickelodeon’s commitment to tackling global gender inequity and teaching about gender equality in a fun and accessible way for young people,” says Tessie San Martin, President and CEO of Plan International USA. “Plan believes in the importance of youth having a voice at the decision-making table. Inviting game design participation and feedback from a diverse group of young people is a powerful example of Nickelodeon walking the talk around investing in youth, achieving gender equity, and promoting child rights.”
Nickelodeon channels will be airing a School of Rock marathon during the month of May across more than 170 countries and territories internationally, showcasing episodes from the live-action show that put female role models, equity-themed moments, and self-confidence in the spotlight.