TO BE ON THEIR SIDE, YOU HAVE TO SEE THEIR SIDE.

One in every five children have a learning or attention issue. Which means one in five parents is also struggling. Understood is the largest, free online resource designed to help parents help their children thrive. Our advertising campaign was designed to illustrate what it feels like to be a child who’s misunderstood.

Ad council

9:00 AM CAMPAIGN

"Do you know where your children are?" was a question used as a public service announcement the late 1960s through the late 1980s. To help with the truancy problem within the NYC Public School System in 2014, we turned that phrase into a morning rallying cry. The bus posters were put up everywhere in NYC, many of which are still up to this day.