YMCA Canada gives its support to a recent media literacy
campaign from Concerned Children's Advertisers (CCA). CCA recently
unveiled their latest initiative - the launch of a new media
literacy campaign, designed to encourage kids to think critically
about the messages they receive from all media and make informed,
healthy choices. Featuring PSAs in English and French, and a
new online education component hosted at www.longlivekids.ca, the campaign will run
throughout the year across the country.
"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 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."
Long Live Kids promotes both the concept of balancing
food and activity choices to achieve optimal weight and long-term
good health, and the concept of giving children the critical
thinking skills to better understand, cope with and interpret their
media saturated world. Ultimately, the goal of the program is
to encourage children to eat smart, move more and be
media-wise.
To view the PSA click here.
About Long Live Kids
Long Live Kids is a partnership that brings together industry,
issue experts, NGOs, like the YMCA, advertisers,
broadcasters, education, parent and community organizations and
government to provide children with tools for healthy eating,
active living and improved media literacy to support a balanced
lifestyle.
For more information, please contact:
Tricia Soltys
Narrative Advocacy Media
Concerned Children's Advertisers
(416) 922-2211, ext 4128 or
tricia.soltys@narrativeadvocacy.com