Cartoon Network has published results of a new EMEA-wide study analysing 6-12-year-olds views and behaviours around climate change. The findings make clear that the health of the planet is a top priority for kids and that they want to be part of the solution to one of the biggest challenges of our time.
The study was conducted in thirteen countries across EMEA (Germany, France, Italy, Poland, UAE, Belgium, Netherlands, Luxembourg, UK, South Africa, Romania, Turkey and the Czech Republic). It revealed that 89% of kids in the UAE have a high awareness of climate change while 82% recognise its importance, ranking climate change among the top three most important topics.
Research conducted by Cartoon Network highlights how much kids care about the planet
Vanessa Brookman, Head of Kids, WarnerMedia EMEA: “The findings reinforce what we had already taken from conversations with our young fans – kids care immensely about the planet and are eager to get involved. This fed directly into the creation and launch of Cartoon Network Climate Champions – a bespoke climate change awareness initiative that invites kids across EMEA to take on daily challenges that help the environment. Although the campaign has only been live since 1 June, 350,996 challenges have already been completed, which is a testament to kids’ desire to take action. We are pleased to empower our young audiences in this way and are impressed with how they are collectively making a difference.”
82% of kids in the UAE recognise the importance of climate change
The survey also found that 91% of EMEA kids are concerned about climate change, citing worry, fear and sadness as their most common feelings. Meanwhile, 78% of EMEA kids polled want to learn more about climate change. In addition, 83% want to do more to help fight climate change, with 66% proactively looking for opportunities to get involved.
The study was undertaken as part of Cartoon Network’s multi-territory, multi-language climate change awareness campaign, Climate Champions, which launched across EMEA on 1 June 2021. The initiative sets out to inspire kids to undertake small daily challenges that can make a world of difference to the health of our planet and has been developed in partnership with WWF.
Most kids are worried about climate change and are actively looking for ways to fight it
Asked who inspires them most to want to help fight global warming, 60% of kids mentioned “mum” as their biggest hero who can support them combating climate change. “Dad” and “teachers” were also referenced as climate change role models.
Meanwhile, 65% of EMEA kids would like Cartoon Network to help them fight climate change.