Concerned Children's Advertisers begins media literacy campaign
Toronto-based Concerned Children's Advertisers has begun a new media literacy campaign aimed at children. The campaign is intended to encourage children to think critically about the messages they receive from the media. The 12-month effort consists of English and French public service announcements as well as an online component. "With kids spending as much as 53 hours a week watching TV and surfing the Internet, media literacy has never been as critical it is today," said organization president Bev Deeth "Our goal is to help remind them that they need to question what's in front of them, make their own decisions and ensure they balance their passive time with active pursuits." The creative was developed by Bensimon Byrne of Toronto, while the web work was conducted in association with Paton Publishing. This is the third phase of the group's "Long Live Kids" initiative that launched in 2004.