Lingokids addresses parents’ complex relationship with children’s screentime

A mock trial featuring unscripted contributions from parents discussing their children’s use of technology is the concept behind Lingokids’ nuanced advert.

The US campaign, created with Piel Creative Studio, addresses the often-overlooked issue of parental guilt surrounding children's screen time.

From the outset, Creative Moment reckons viewers should be aware that Lingokids is an educational language learning app, so obviously, there’s a vested interest in viewers not outright dismissing technology in children’s lives. That said, the work does tastefully touch on the complex issues many face.

‘The Trial by Lingokids’ debuted on May 6, 2025, and features a compelling film that highlights the emotional weight of parental guilt. Lingokids partnered with Emmy-winning film director Diego Hurtado de Mendoza and Latin Grammy-winning composer Fernando Velázquez to create a social experiment.

On trial

The film enlists 11 real parents who unknowingly put their feelings of guilt on trial, sharing their unscripted thoughts and doubts about their parenting styles and approach to screen time.

Dr. Mona, a board-certified paediatrician, commented on the campaign, stating: "Today's parents, compared to past generations, often prioritise emotional engagement, open communication, and understanding their children's perspectives, while facing increased pressure and societal expectations.

“This stress can lead to an immense amount of parental guilt and more intensive parenting styles. The resolution in 'The Trial by Lingokids' underscores that parents are more than enough for their children just as they are, and it’s okay to take a break using technology, as long as it is safe, educational, and used in moderation"

In addition to the film, Lingokids rolled out out-of-home content in New York City, prompting parents to vote "guilty or not guilty" about their feelings when it comes to screen time use for their kids.

Our survey says…

The brand also commissioned two surveys that revealed that approximately 87% of American parents permit their children to use screens, yet less than 10% frequently engage in discussions about screen time with other parents or caregivers.

Nearly half of parents (46%) feel pressured to constantly entertain their child, while 77% of American parents feel judged by others at least some of the time for allowing their children to use screens. One in four American parents report that judgment related to their child's screen usage has a detrimental impact on their mental well-being.

Half of American parents believe that screen time can benefit their child's development if managed correctly, with nearly 40% endorsing moderation as the key to effective screen time management.

Our take

I’m not a parent, but I’ve certainly noticed the relief many parents feel when their kid can finally work the TV themselves, giving some well-earned peace. There are also many genuine cultural and educational benefits from technology use. And yet, now more than ever, there’s a global conversation about how far we want technology to overtake our lives.

Lingokids, an example of useful tech, is well placed to make this high-concept advert. It's a little drawn out, sure, but curating an open and supportive dialogue among parents is carefully judged. Let’s hope it goes some way to promote a balanced approach to technology use in children's lives.