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From the 13th Annual Shorty Awards

PBS KIDS Talk About: Race & Racism

Gold Honor in Non-Profit


“PBS KIDS Talk About: Race & Racism” features real kids and their parents talking about race and racial justice-related topics in an age-appropriate way -- such as noticing differences in race, understanding what racism can look like, and embracing the role we all have to play in standing up for ourselves and each other -- offering ideas to build on as they continue these important conversations at home. The special is hosted by Amanda Gorman, the inaugural National Youth Poet Laureate, and includes content from PBS KIDS series DANIEL TIGER’S NEIGHBORHOOD, ARTHUR and XAVIER RIDDLE AND THE SECRET MUSEUM. 

As a lead up to the premiere on Oct. 9, 2020, we featured a social media takeover on the PBS KIDS Facebook, Twitter and Instagram social media platforms. This takeover included a daily quote from the kids and parents featured in the special, and conversation starters to help facilatie productive conversations about racism, racial equality, noticing differences and celebrating them, and standing up for yourself and others. The special premiered on the PBS KIDS Youtube channel at the same time it premiered on PBS broadcast channels across the country.

This special episode is an extension of the social-first series "PBS KIDS Talk About," and features many of the families our fans know and love. It continues the mission of modeling authentic and practical parent-child conversations that reflect PBS KIDS’ core values of kindness and curiosity, and covers social-emotional learning topics such as feelings and emotions, relationships and family, bravery and courage.

Strategy and Execution

The goal of "PBS KIDS Talk About: Race & Racism" was to spark family conversation while also giving parents the tools to have these discussions. The social media takeover on the PBS KIDS social platforms lasted two weeks. 

Leading up to the premiere, we posted quote cards featuring a kid or parent in our signature PBS KIDS animation style with quotes from the special that discussed noticing differences, defining racism, and how to stand up against racist actions. In the evenings, which is family together time, we posted engagement questions that started with “Ask your kids” or “Share a story with your kids….” The goal of these engagement questions and prompts was to help families spark similar conversations to those in the videos at home. 

During the premiere of the special,  we shared the PBS KIDS for Parents “Talking to Young Kids about Race and Racism: A Discussion Guide,” which featured age-appropriate terms and definitions, as well as questions for parents to ask their children after co-viewing the special.

Following the premire, from October 12-14 when people would watch the special on-demand, we posted one PBS KIDS for Parents article per day on the PBS KIDS social platforms. The articles included:



Video for PBS KIDS Talk About: Race & Racism

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