Concerned Children's Advertisers

This article is part of the Foodspin project of Spinwatch.

Concerned Childrens Advertisers logo

The Concerned Children's Advertisers (CCA)is a model developed by Canadian advertisers in the late 1980s. It is a non-profit organisation of leading Canadian companies who partner with government, NGOs and issue experts to create social marketing and education programmes for children on issues that may be challenging in children’s lives. Over the past 17 years, CCA has focused on drug abuse prevention, child abuse prevention, child safety, self-esteem, healthy active living, bullying prevention and media literacy.

Funders

It is funded by transnational corporations including McDonald's, Hershey's and Walt Disney Studios.

Cathy Loblaw, President of the CCA, says,

“The work of CCA is possible because broadcasters allow free airtime for the PSA’s, agencies produce the ads free of charge, and companies that advertising to children support the process. The government is also involved in the initiatives as well as industry experts.”

This shows its partners and agencies are supportive of their plans and help CCA to gain as much coverage and support as possible. CCA's goal is to be the credible, caring and authoritative voice of responsible children's advertising and communications. They contribute to the health and media literacy of Canadian children through innovative and effective social marketing and education programmes and promote ethics and responsibility in advertising to children.

People

• Craig Hutchison — Chair, Senior Vice President, Marketing Loblaws Company Inc.
• Sherry MacLauchlan — (Vice-Chair), Director of Government Relations & Environmental Affairs McDonald's Restaurants of Canada Limited
• Andy Alderman — (Treasurer), General Manager Canada Mattel Canada Inc.
• Laura Baehr — (Executive Member), Vice President, Marketing for Kids Television Corus Entertainment Inc.
• Dr. Peggy Cunningham — (Executive Member), Professor; Director, School of Business Administration; Associate Dean Research, Faculty of Management; R.A. Jodrey Chair Dalhousie University
• Kathryn Matheson — (Executive Member), VP Quaker & Snacks/Foods Innovation Pepsico Foods Canada
• John Lanthier — (Executive Member), Director of Sales, TELETOON Canada Inc.
• Christine Lowry — (Executive Member), Vice President, Nutrition and Corporate Affairs Kellogg Canada Inc.
• Catherine O'Brien — (Executive Member), Director of Corporate Affairs, Nestlé Canada

Relationship with Media Smart

Cathy Loblaw explains how Paul Jackson, Chairman of Media Smart in the UK was inspired by CCA:

‘Paul Jackson came across the CCA at the World Federation of Advertisers and identified that its programmes would have huge benefits for countries in addition to Canada. Paul Jackson set up “Media Smart” in the UK which focuses on the media literacy aspects of CCA’s work (rather than social issues). CCA is very keen for its work to be replicated in other countries. Media Smart has also produced its own initiatives and is being expanded across Europe.’

Jackson, like many others in the industry, was concerned about the regulations on advertising for children.

"The Canadians were originally pushed into action by a ban on children's advertising in French-speaking Canada, but since the programme has been up and running, complaints on the issue across the rest of Canada have fallen to around zero...I'm not saying there's an urgent threat here, but we must take the long-term view."

Media Smart in the UK has proved successful though has a narrower focus than CCA. Paul Jackson explains,

‘In the UK there are several organisations that deal with children’s issues. The COI is the largest advertiser in the UK, and it is running some excellent campaigns together with government departments on issues such as anti-bullying and anti-smoking. There are also organisations like the FAU (Food Advertising Unit) that is looking at the way in which food and drink is being advertised to children.We feel it is important in this country therefore not to broaden it, in the way that Concerned Children’s Advertisers in Canada has, but to focus on media literacy and advertising. Currently it is TV advertising we focus on, but we will be considering including a radio module, and maybe the internet.'

Campaigns

CCA's latest campaign, ‘Long Live Kids’, is focused on child obesity. Canadian industry is actively engaged in a healthy, active living campaign, in partnership with 17 leading NGOs and issue experts as well as Health Canada. In October 2004, CCA launched Long Live Kids, a comprehensive programme addressing healthy eating, physical activity and media literacy. Reaching 96 per cent of children through nationally televised PSAs, supported by a parent, educator and community program, Long Live Kids is designed to help children in kindergarten to grade 8 “eat smart, move more and be media wise”.

Diana Caradine, Executive Director, states that

‘Basically, children focus on taste and fun, we are giving them the tools to understand that there is a link between their health, what they eat, what they do, and how they interpret media messages. We empower them to make informed choices.’

Affiliations

• Media Smart

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