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2019 Annual Report OUR MISSION 2019 Annual Report OUR MISSION Common Sense is the nation’s leading nonprofit organization dedicated to improving the lives of all kids and families by providing the trustworthy information, education, and independent voice they need to thrive in the 21st century. CONTENTS 3 Letter from Our Founder 4 Research 6 Media and Parenting 9 Latino 12 Education 15 Privacy 17 Advocacy 20 Common Sense in the News 22 2019 Financial Highlights 23 Board of Directors 24 Staff Leadership and Board of Advisors 26 Regional Councils 28 Events 30 Our Distribution Partners 31 Our Supporters 2 LETTER FROM OUR FOUNDER Dear friends, I’m writing this letter to you in October 2020, a year that makes everything that’s happened before now seem practically irrelevant. At this time, the coronavirus pandemic has taken the lives of almost a quarter million of our fellow citizens. It sent us home to “shelter in place.” It closed schools, day cares, and offices, forcing parents and teachers to juggle work and schooling their children. At the same time, our national dialogue has turned dark and divisive, as fake news and misinformation run rampant across our news feeds. There is social unrest in many cities, and the effects of climate change are upon us. We have no idea what the long-term ramifications of 2020 will be on kids and families, but it is a year that James P. Steyer, we will not soon forget. founder and CEO As I was skimming through the contents of this annual report, thinking about what to write in this letter, I was humbled and heartened to see that so much of the work we did in 2019 prepared us for what was to come in 2020. The pandemic has made technology an even more integral and integrated part of daily life, considering we now use tech for work, education, health care, and other services as well as for connection. As such, Common Sense continues to help families and educators navigate this new normal and ensure they have the protections, access, and opportunity to succeed: 1. Common Sense Education’s Digital Citizenship Curriculum helps students from kindergarten to high school use technology safely and responsibly. 2. Our educational ratings and reviews recommend media and technology to keep kids learning at home and school. 3. The news literacy curriculum helps students learn to think critically about how and where they get their news and information. 4. Common Sense Media’s ratings and reviews help families find good media to keep kids entertained and inspired. 5. Our research benchmarks how media and technology use is changing family life, identifying if, when, and why parents need to be concerned. 6. And finally, our digital well-being campaign defined a policy and legislative framework for how we could hold tech companies accountable for the harms they cause society. We couldn’t have known all this was coming—and we certainly wouldn’t have wished for it—but it is good to know that our work can help families and schools through these complicated, often scary times, even in some small way. Naturally, we couldn’t do any of this work without the support of our partners, foundations, and donors like you. We remain deeply grateful for your ongoing support, and wish you, your loved ones, and your community peace and health. 3 RESEARCH Independent research is essential to understanding how kids and families use media and technology. Presenting data and analysis informs where to focus our concerns and shows where they might be overblown. As the go-to resource for journalists covering kids’ use of media and technology, Common Sense research reports were referenced in more than 2,000 unique stories last year in print, television, and online news outlets. The Common Sense Census: Media Use by Tweens and Teens received over 1.8 billion impressions and was featured in: 4 This year our research reports addressed how media and technology use has changed family life, both in the United States and in Mexico, as many more tweens and teens around the world now have access to or own a mobile device. • The New Normal: Parents, Teens, Screens, and Sleep in the United States (released May 29, 2019) explores how smartphones and other mobile devices have changed families’ morning and evening routines and in-person relationships. Parents and teens reveal their habits around screens and sleep, from where they keep phones at night to how often digital notifications wake them up (and why). • The New Normal: Parents, Teens, and Mobile Devices in Mexico (released October 1, 2019, in partnership with the University of Southern California Annenberg School of Communication and Journalism) finds that, similar to families in the United States, many Mexican parents feel their teens are “addicted” to their devices, and both parents and teens say they check their phones soon after waking up. Compared to families in the United States, however, families in Mexico are more concerned about the potential negative effects of near-constant device use. Mexican parents and teens also are doing more to ensure healthy tech use in their daily lives and routines. • The Common Sense Census: Media Use by Tweens and Teens (released October 29, 2019) reports dramatic In 2019, kids’ use of media and technology was increases in streaming media consumption, with YouTube a hotly debated topic among parents, educators, and other online platforms changing the way kids find and policymakers, with a narrative centered entertainment, use their devices, and do their homework. It also reveals the dramatic increases in smartphone largely on the assumption that too much tech is ownership since 2015, even among the youngest tweens. bad for kids. The 2019 census builds on a 2015 study to show how media use among tweens and teens has shifted over time. But if there is any consistent finding in Common Sense research reports, it’s that no answer is one-size-fits-all: Tech We also continued our partnership with SurveyMonkey isn’t entirely good or bad, and it’s not inherently addictive or to release snapshot surveys on the issues dominating the completely harmless. It has the power to bring us together news. This year we reported: and the power to tear us apart. • Privacy is a major concern among consumers who The Common Sense research program not only benchmarks use smart speakers, particularly among parents of today’s “norms” but also provides us with an understanding young children. of the positive and negative ends of the spectrum of tech use. On the positive side, we examine how kids are using • Teens get most of their news from social media, media and technology to foster connections, deepen learning, YouTube, and influencers. and enact positive change in their communities. On the worrisome side, we identify which kids are most vulnerable • Vaping is popular among teens and is a part of and evaluate the risk factors or behaviors that could result their daily experience in real life, in schools, and on in negative outcomes. social media. 5 MEDIA AND PARENTING A great movie or book can unlock inspiration, wonder, and joy at any age. With more choices than ever before, parents need help finding the good stuff. Common Sense Media is here to help. 57M video views, including videos in Spanish, across all platforms. 113M people use Common Sense Media ratings and advice. 35K+ ratings and reviews for everything kids watch, read, and play. 56M households reached through distribution. 6 Ratings and reviews to help parents create quality Refreshed, expanded Common Sense media experiences, now around the world seal program For more than 15 years, millions of parents have relied on The Common Sense seal program was originally developed Common Sense Media’s age ratings and reviews for indepen- in 2014 to recognize outstanding movies, TV series, and TV dent, expert guidance on everything their kids want to watch, specials that have the potential to spark family conversations, read, or play. Our catalog of ratings and reviews now tops entertain families of all kinds, and have a positive, lasting 37,000 media titles, including movies, television shows, books, effect on society. Shorthand for trust and quality, this endorse- games, websites, and apps as well as articles, lists, and ment by Common Sense Media is now a coveted prize for “Parents’ Ultimate Guides” to help parents navigate everything studios looking to market a family movie and television show from young kids getting their first phone to teens ruling TikTok. to parents. Our audience has always been international, but in July 2019 This year we were delighted to partner with the global design Common Sense Media officially debuted in the U.K., with our studio Pentagram to rebrand the seal, and expand it to include movie reviews offered within the Sky Cinema experience for more media types. Today the Common Sense Selection millions of Sky Q subscribers. This expansion will be followed program includes plans to recognize not just exceptional by Common Sense Media ratings in Italy and Germany in 2021. movies and television, but also video games and learning tools. 7 “Parenting in the digital age could require navigation of the online media world to be a full-time job, but Common Sense Media helps me save significant time and effort through their reviews and assessments of all things digital. I look to Common Sense Media to help me with decisions about what my kids have access to and feel more effective in my parenting because of their services.” —Joanna A., parent Common Sense Media Plus: A new way for parents to support our organization In July 2019, Common Sense Media began testing a new program to build support among our parent community.
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