{
  "code_line": {
    "sw": "Sema mapema",
    "en": "Speak up early",
    "status": "To test with children"
  },
  "core_line": {
    "sw": "Mwambie mtu mzima unayemwamini",
    "en": "Tell a trusted adult",
    "status": "To test with children"
  },
  "brand_idea": {
    "en": "Mapema means early. We start early, and we tell early."
  },
  "positioning": {
    "en": "Every Kenyan child gets an early start on staying safe online, with a trusted adult beside them."
  },
  "skills": [
    {
      "id": "share",
      "en": "Share with care",
      "covers": "What stays private"
    },
    {
      "id": "fake",
      "en": "Spot the fake",
      "covers": "Tricks, scams and strangers"
    },
    {
      "id": "secrets",
      "en": "Guard your secrets",
      "covers": "Passwords and accounts"
    },
    {
      "id": "kind",
      "en": "Be kind",
      "covers": "Stand up for others"
    },
    {
      "id": "talk",
      "en": "Talk it out",
      "covers": "When unsure, tell"
    }
  ],
  "skills_note": "Kiswahili skill names are set in co-design with children; adapted from the five Be Internet Awesome themes (licence to confirm).",
  "help_line": {
    "en": "Childline 116 · free call",
    "sw": "Childline 116 · piga bure"
  },
  "sms_keywords": {
    "DONE": "Logs the family challenge as done",
    "HELP": "Returns Childline 116 and the school contact",
    "STOP": "Ends all messages"
  },
  "tone": {
    "children": "Brave, playful, warm. Never fear, shame or stranger danger.",
    "caregivers": "Respectful, practical, short. Never blame or jargon.",
    "teachers": "Ready to use, clear. Never extra workload.",
    "partners": "Evidence-led, neutral. Never hype or reach presented as impact."
  },
  "never": [
    "Padlocks, shields, hackers or dark cyber imagery",
    "Fear, shame or inflated statistics",
    "Party-coded colours",
    "Ads, purchases, leaderboards, loss-based streaks, countdowns, guilt prompts",
    "Photos of real children",
    "Real people or public figures as characters"
  ]
}