Welcome to the neighborhood!
For more than 56 years, Sesame has been a trusted part of childhood, helping generations of children grow smarter, stronger, and kinder. Sesame Workshop, the nonprofit behind Sesame Street, brings that mission to life through our beloved characters and joyful educational media that help children around the world understand themselves, connect with others, and make sense of an ever-changing world.
We’re so excited to have you be part of what comes next.
Brand Voice
We’re Hopeful. We speak to our audiences with honesty and optimism. Even as we talk frankly about difficult topics, we’re focused on creating a better future
We’re Approachable. We’re pioneers in educational media, but we talk about our expertise in plain language and in ways that invite people in
We’re Humble. We respect—not replace—the leading role that parents, caregivers, teachers, and other caring adults play in children’s lives
We Have Fun. Creativity, fun, and fur power our impact. Play is not frivolous; it is at the core of who we are and how we teach
Guidelines & Tips
- Speak in your own voice and make the content personal to you—your audience is following you!
- Share authentic experiences and connections to Sesame
- Keep content positive, warm, inclusive, and family-friendly
- When sharing childhood memories, connect them to Sesame’s relevance and impact today
- Use Sesame Street when referring to the show or brand. Use Sesame Workshop when referring to the nonprofit organization and its work (and remember: Sesame Workshop is the nonprofit behind Sesame Street, Sesame Street is NOT a nonprofit!)
- Keep other children’s entertainment brands and recognizable third-party IP out of Sesame content
- Be mindful of visible logos, artwork, music, or other branded/copyrighted material in the background
- Please dress appropriately for family-friendly content and avoid clothing with prominent third-party logos or IP
- Only feature children you have permission to include in your content
- When using Sesame-provided photos, video, logos, or artwork, please use the assets as provided
- When in doubt, ask us—we’re happy to help brainstorm or review an idea
Big Ideas to Bring to Life
These are some big ideas we hope to share through the Ambassador community. Use what feels natural to you and put it in your own voice!
- Sesame is here for today’s kids, supporting them in the moments that shape early childhood
- Sesame is more than a show. Sesame Workshop is the nonprofit behind Sesame Street, creating research-backed media, programs, and resources for children and families
- Sesame grows with families. The characters and neighborhood you grew up with are now helping a new generation understand themselves, connect with others, and make sense of an ever-changing world
- Sesame was there for you then, and is still here for you now. Sesame provides free resources to help families navigate everyday moments as well as some of life’s biggest challenges —from big feelings and family changes to unexpected events and difficult times
- We all have a role in keeping the neighborhood strong. Support for Sesame Workshop helps make this work possible and brings Sesame resources to children and families everywhere
Content Inspiration
Use these ideas as a starting point—and make them your own.
CONTENT THEME | EXAMPLE CONTENT |
|---|---|
| Inside the Neighborhood | Come along with me to Sesame Workshop, meeting the characters, behind the scenes |
Passing the Torch | Growing up with Sesame, childhood memories, favorite Sesame moments, introducing Sesame to my kids and the next generation |
Proud Supporter | Why I’m a Sesame Ambassador, why I support Sesame’s mission, giving back, helping keep the neighborhood strong |
Why Sesame Matters Today | Sesame Street today, watching and sharing the show, helping today’s children and families, free family resources, smarter, stronger & kinder, 57 years of impact |
Favorite Characters | My favorite character, character spotlight, which character are you? |
Family Moments | Reading together, storytime, everyday play, family traditions |
Learning Through Play | Big feelings, kindness, everyday learning, healthy habits, nature adventures |
Sesame is a Trusted Parenting Partner | Parenting resources, expert-backed tips, learning together, family support |
Here is a link to all our brand assets – including logos, still photos, gifs & video B-roll.
Disclosures
Ambassadors should disclose their relationship when sharing content related to the Ambassador Program by including #SesameAmbassador in applicable posts
Links
Visit sesame.org/resources to see all our resources, broken out by topic. Today, we’re focused on five areas key to the well-being of today’s children:
- Connection & Caring:Helping children build critical social skills like sharing, perspective-taking, and conflict resolution
- Digital Well-Being: Building healthy habits and uniquely human skills for growing up in a digital world
- Love of Nature: Helping children understand and care for the natural world around them
- Extreme Weather: Helping children and families prepare for and cope with weather emergencies
- Autism & Neurodivergence: Supporting autistic children and their families and showing that all children are amazing in their own ways
For fundraising posts, we will provide a custom tracking link to a page where your audiences can donate to Sesame Workshop. Just let us know when you’re ready for it!
Remember…
- Have fun and let your personal connection with Sesame Street lead the story
- Submit content and captions to Sesame and Mother Social for approval. Please allow up to 5 business days
- Tag the appropriate Sesame accounts
- Share post-performance analytics
Questions
Genny Agnew
genny@mother-social.com
Mandi Baker
mandi@mother-social.com