Concerned Children's Advertisers
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. [1]
Funders
Like Media Smart, it is also funded by transnational corporations including:
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.”[3]
This shows its partners and agencies are very 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 programs and promote ethics and responsibility in advertising to children. [4]
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”. [5]
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.’[6]
Affiliations
Contact
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Resources
Notes
- ↑ Cathy Loblaw, Concerned Children’s Advertisers, Canadian Industry an International Leader for Children's Health, Food & Consumer Products of Canada, Accessed 7 November 2010
- ↑ Concerned Children's Advertisers, Accessed 17 October 2010
- ↑ Barbie Clark interview with Cathy Loblaw and Diana Carradine, Concerned Children's Advertiser's Leads the way, Young Consumers, Published in 2005, Accessed 1 November 2010
- ↑ CCA’s Mission and Mandate, Accessed 2 November 2010
- ↑ Cathy Loblaw, Concerned Children’s Advertisers, Canadian Industry an International Leader for Children's Health, Accessed 7 November 2010
- ↑ Barbie Clark interview with Cathy Loblaw and Diana Carradine, Concerned Children's Advertiser's leads the way, Young Consumers, Pulished in 2005, Accessed 1 November 2010
