Globalisation:Media Smart: History and aims

Media Smart is based on a model developed by Canadian advertisers in the late 1980s called Concerned Children's Advertisers (CCA). Backed by giants such as Coca-Cola, Hershey and Buena Vista, the $10m CCA programme now claims huge success in cutting concern about children's marketing over there. The CCA is a unique organisation in that it was the first to focus entirely on children. It is an idea which is now being copied globally, including Media Smart, to help and inform children about the media and the world of advertising.

Concerned Children’s’ Advertisers is 'a non-profit organization of leading Canadian companies who partner with government, NGOs and issue experts to create social marketing and education programs for children on issues of challenge in children’s lives. Over the past 17 years, Concerned Children’s Advertisers has focused on drug abuse prevention, child abuse prevention, child safety, self-esteem, healthy active living, bullying prevention and media literacy.’

Cathy Loblaw, President the COO of 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.”

Media literacy is a critical part of the CCA as they are very aware that children do not just watch the well regulated Canadian children’s programming, but channels from other countries and programmes produced for adults. The CCA’s “House Hippo” media literacy infomercial won the best PSA in North America, and is now also running in the UK with a British voice-over. Cathy Loblaw goes on to say,

‘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.’

Their 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, Concerned Children’s Advertisers launched Long Live Kids, a comprehensive program addressing healthy eating, physical activity and media literacy. Reaching 96% 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.’

"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," says Jackson. "I'm not saying there's an urgent threat here, but we must take the long-term view."

Media Smart was incorporated as a business on 5 March 2002 and is a private company limited by guarantee. It is listed with Companies House as:-
MEDIA SMART UK LIMITED:
Company No. 04387708

Notes

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