Concerned Children’s Advertisers turns 20, launches media literacy campaign

The Concerned Children’s Advertisers (CCA), a non-profit group funded by 16 member companies that market and advertise products and services to children and families, has begun a new media literacy campaign in which they encourage children to think critically about the messages they receive from the media.

“With kids spending as much as 53 hours a week watching TV and surfing the Internet, media literacy has never been as critical as it is today,” said Bev Deeth, CCA President. “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 campaign marks the third phase of CCA’s Long Live Kids initiative, which was launched in 2004. The third phase will run throughout the year across Canada, and will feature French and English public service announcements and a new online education component.

For more information on the Long Live Kids initiative, visit: http://www.cca-kids.ca/welcome.html