Education
Work with schools, universities and learning platforms, with particular care where young audiences are involved.
We don't market to students, we work with the people who teach them, carefully
Working with schools, universities and learning platforms demands particular care because young audiences are so often involved, and the rules governing children's data have tightened sharply. The amended COPPA Rule, effective June 2025 with a compliance deadline of April 22, 2026, expands the definition of personal information to include biometric identifiers, requires separate verifiable parental consent before disclosing children's data for third-party targeted advertising, and mandates written data retention and security programs. We build education work to those requirements from the start, not as a retrofit.
How we work
The care extends beyond COPPA. FERPA governs education records, state age-appropriate design codes impose additional duties, and platform teen-safety policies restrict how young audiences can be reached at all. The EU has gone further, with platforms including Instagram, TikTok and Snapchat no longer allowing advertisers to show targeted ads to underage users. We treat age assurance, data minimization and consent as design constraints, and we are candid that some things achievable in consumer marketing simply should not be done when the audience is young.
- Stricter consent rules apply wherever minors are involved.
- No behavioral targeting of young audiences.
- Student and staff stories are told with explicit permission.
- Outcomes are described honestly, without guarantees.
Where this is going
The forward view is that regulators and platforms will keep raising the floor on youth protection, and that the organizations which build for the strictest standard will be the ones still standing. We design education campaigns to reach people where they already are while keeping accessibility and safety built in, because in this category the reputational and legal cost of getting it wrong falls hardest on the institution.
How we help
Young audiences
Where an audience may include minors, we apply the stricter rule by default: parental involvement, age-appropriate creators, no data collection beyond what the campaign needs.
We will decline work that cannot be done that way.
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Institutions and platforms
Schools, universities and learning platforms have their own approvals and their own calendars. We plan around term dates and governance, not against them.
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Records built in
Every piece of work carries the approvals, consents and accessibility checks behind it, so an institution can answer questions later without reconstructing the file.
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Our thinking
