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Concerned Children's Advertisers Launches New Media Literacy PSA and Educational Microsite In 2010, Concerned Children's Advertisers (CCA) launched phase III of their Long Live Kids healthy, active living initiative. Having explored the importance of healthy eating and active living in phases I and II, phase III focuses on the importance of media literacy as an important strategy in helping children and youth to think critically about media and to balance their leisure time between active and passive pursuits. This social marketing and educational campaign looks at the importance of teaching tweens to develop the self confidence to think for themselves and make media choices that are right for them. The new PSA, entitled "Media Monkey," engages kids to think critically about the media messages they consume. The exciting, new interactive microsite extends the learning for kids, educators and parents by providing games and online activities, comprehensive lesson plans aligned to provincial curriculum, and tips, tools and strategies for parents and communities to help children be media and life wise. To learn more about CCA's Long Live Kids program and to check out the microsite, visit longlivekids.ca/play. |
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