Companies Committed to Kids

Last updated
Companies Committed to Kids
FormerlyConcerned Children's Advertisers
FoundedFebruary 26, 1990;35 years ago (1990-02-26)
FounderSunni Boot
David Mintz
DefunctMarch 30, 2017;8 years ago (2017-3-30)
FateDormancy And Decline In Business, Closed In The Aftermath
Headquarters Toronto, Ontario, Canada
Area served
Canada
Key people
Bev Deeth (CEO, President) [1]
Products Public Service Announcements
The last logo for Concerned Children's Advertisers, before the name change. Concerned Childrens Advertisers (new).jpg
The last logo for Concerned Children's Advertisers, before the name change.
The previous logo of CCA, which appeared in older PSAs Ccacanada.png
The previous logo of CCA, which appeared in older PSAs

Companies Committed to Kids (French : Entreprises pour l'essor des enfants) (formerly known as Concerned Children's Advertisers) was a Canadian non-profit organization based in Toronto, founded in 1990 by former chief executive officer Sunni Boot and former president of the Global Television Network David Mintz as a contributive production-wide body dedicated to launching campaigns and expressing the significance of their public service announcements to target children between the ages of eight and 12. [2] It produced over 30 announcements, covering topics such as drug abuse, conformity, self-esteem, and bullying. Each PSA ends with the logo of the organization. Usually, the commercials partnered up with Health Canada.

Contents

The organization and its campaigns are supported by various television networks, stations and specialty channels throughout the country, as well as one border station in the United States (KVOS-TV).

The members of the organization were private companies that market to children and families, including McDonald's, Disney, Mattel, PepsiCo, Coca-Cola, Teletoon, Hasbro, Corus Entertainment, Bell Canada, Cadbury Canada, Hershey's, Kellogg's, Kraft, Shaw Media, Loblaw, Nestle, General Mills, Weston, Canwest, CTV, Publicis, the Institute of Communication Agencies, Rogers Media, DHX Media, and others. [3]

In 2014, the organization earned around $4 million from its associate media organizations and companies allowing it to extend the word across its main goal: bullying, mental health and self-esteem. Almost 25 years, the company estimates having earned $50 million for media donations, $5 million for qualifying corporation and one year and almost two months donated by the businesses minds of marketing. [2]

On March 30, 2017, the company and organization closed due to a decline in business and dormancy, and is best known in fighting child abuse. [4] [5] [6]

Public service announcements

Substance abuse prevention

  1. The drug pusher takes his shades off to reveal his hideous, yellow eyes. An early variant zooms in on his eyes.
  2. The drug pusher does not remove his shades and goes completely quiet. This version is less scary than the first and was used after many parents complaining about the first version being too disturbing and frightening for children.
AGENCY: YTV Canada, Inc.

Child safety

  1. The lion ends the commercial saying "Always ask someone you love before you put anything in your mouth."
  2. The lion gives a brief explanation about why you shouldn't put things in your mouth when you don't know what they are. [7]
AGENCY: Cactus Productions Inc.

Child abuse prevention

Smart choices

Media literacy

Self-esteem

"Stay Fit, 'Cause You Never Know"

Filmed on Banmoor Boulevard in Toronto, Ontario.

Bullying

Healthy active living (Long Live Kids)

Part of the Long Live Kids campaign, created in conjunction with the Knowledge network in British Columbia. The "Body" ad was not used on Knowledge Network, only Discovery Kids (Canada) and BBC Kids, this was the very first PSA that was released a year after.

See also

References

  1. "Campaign reveals surprising truth about kids' mental health (spoiler alert: relationships matter)". www.newswire.ca. Retrieved 2018-07-29.
  2. 1 2 Fatah, Sonya (2015-11-04). "Zenith recognized by Companies Committed to Kids". Media in Canada. Archived from the original on 2016-04-02. Retrieved 2018-07-29.
  3. Who is Helping Us Out? Archived 2009-06-22 at the Wayback Machine
  4. "Corporation Status: Companies Committed to Kids". OPENGOVCA. Archived from the original on 2018-06-22. Retrieved 2017-12-22.
  5. "Federal Corporation Information: Companies Committed to Kids". Innovation, Science and Economic Development Canada. 2018-06-19. Archived from the original on 2018-07-31. Retrieved 2018-07-31.
  6. "Companies Committed to Kids / Entreprises pour l'essor des enfants / GIL BARROWS, Consultant". Office of the Commissioner of Lobbying of Canada. 2016-04-18. Archived from the original on 2016-08-20. Retrieved 2018-07-31.
  7. "Don't Put It In Your Mouth (Full Version, 1993)". YouTube. 2007-06-23. Archived from the original on 2011-06-03. Retrieved 2018-07-21.
  8. "Lungo Filaccio". YouTube . 5 January 2017.
  9. "Concerned Children's Advertisers monkey with the Olympics". Marketing Magazine. 2010-03-01. Retrieved 2011-08-17.