PBS Kids Sprout, the network's digital cable channel targeted toward children, this week began running a campaign featuring a cover of Bob Marley's "Three Little Birds," reports Billboard Biz.

The song is performed by Elizabeth Mitchell and various little children from her album "You Are My Little Bird." The plan is to make the song a rallying cry akin to MTV's "I want my MTV" during the eighties. 

Made by independent ad agency Red Tettemer in Philadelphia, the campaign includes three spots, as well as print and outdoor advertisements.  PBS Kids Sprout, which launched in 2005 and is part owned by Comcast, is currently seen in 38 million homes.      

Other Marley projects aimed at children have included books, and kid-friendly films and TV shows such as "Shark's Tales" and "Dora the Explorer," as well charities such as Little Kids Rock and Unlimited Resources Giving Enlightenment.      

"It's less about the regular marketing of things and more about the philosophy that kids have an open mind," said Ziggy Marley, one of Bob's children, and head of the Marley estate. "From the marketing point of view, my father's music is kid friendly music."       

Ziggy Marley is currently working on an album with Grammy-winning children's musician Dan Zanes and an animated series about growing up in Kingston, Jamaica that focuses on lessons such as charity, unity and loving one another, according to Billboard.      

"We've kind of realized we've been singing for all the older folks and maybe we should focus on the kids. Our brand is kid friendly and parents who love the Marley ideal teach their kids that philosophy," said Marley. "We've been doing this stuff for a while but we wanted to step it up a little. Our mission in life is to make a change in the world, we're not just here to grab some cash."