Posts Tagged ‘Kids’

Socially Aware Outdoor Advertising

Wednesday, June 26th, 2013

Anar (Aid to Children and Adolescents at Risk), a charity dedicated to helping abused children, implemented an Innovate campaign showing a different message to children and adults thanks to a lenticular technology.

The lenticular print allows different images to be seen depending on the vantage point. If the panel was seen by children less than 1.30 meters tall, then the message, “If somebody hurts you, phone us and we’ll help you” appeared along with a phone number for the ANAR Foundation. There was also a message for adults, a warning saying “Sometimes child abuse is only visible to the child suffering it.” This is an example of a very clever use of a simple technology that fits the client’s objectives.

JCDecaux Australia conducted a campaign for the Australian charity The Smith Family in Sydney.

The Australian Innovate team put together a campaign designed to highlight the challenges facing disadvantaged children across Australia, who are going back to school without the essentials like a proper uniform, shoes or books. This makes them feel isolated and alone, struggling to fit in and keep up with their peers.

The screen showed a group of children playing at school. When you walked up the camera, it sensed your presence and automatically the children ran away from you. The campaign used a camera and a 55” screen. The use of the motion recognition was clever and perfectly adapted to the client communication objectives.

This is not the first time that JCDecaux has been involved in campaigns for social awareness.


Charity utilises OOH’s strengths as a call-to-action medium

Tuesday, April 16th, 2013

Among the many ground-breaking campaigns that have pushed the concept of Outdoor communication “out-of-the-box”, the digital campaign launched by the Missing People Charity in collaboration with the Outdoor Media Centre proved to be a great success.

The campaign which was the biggest digital billboard campaign in British history, started in July 2012. It was supported by the OMC who’s many members, including JCDecaux, donated altogether over £1 million worth of OOH digital space around London, Birmingham, Manchester and Glasgow. The aim was to call out to people all around the UK, to inform them of recent or on-going disappearances and harness their help to join the search.

The digital screens enabled to display the missing people’s pictures, as well as information on the date and the area where they went missing. A phone number was also provided, enabling people with potential information to call.

Since its launch, the campaign has helped to find 59 people and the charity claims that the number of calls per month has more than doubled. The number of people contacting through text and email has also greatly increased, up by 91%. The weekly digital billboard appeals have also driven online conversations with more than 1,000 photos of the billboards, taken by the public, being shared on social media sites.

To make the search even more efficient, each display has been upgraded with the new “OpenLoop” serving system developed by Grand Visual, which will enable to target the ads directly to the missing people’s hometowns or areas where they were last seen.

Ross Miller, director of supporter and communications at Missing People, said: “The public response to the campaign so far and the results this has delivered have gone beyond all our expectations”.

These promising results have prompted the OMC to extend the campaign until June 2013, bringing the anticipated total value of the media space donated to £2.88 million.


Keeping Kids and Teens Tobacco-Free

Monday, October 15th, 2012

The teen years bring plenty of changes for students, as well as new worries for parents. Smoking is at the top of that list for many parents. Every day in the U.S., approximately 3,600 children between the ages of 12 and 17 start smoking cigarettes, according to the Centers for Disease Control (CDC). That number has plenty of parents looking for ways to help keep their children from starting, too.

There are a number of influences that get young people to start smoking, including:

  • Having friends, peers or parents who use tobacco
  • Linking smoking with a positive social image and bonding with a peer group
  • Seeing tobacco use as a transition to adulthood
  • Underestimating the health consequences of tobacco use
  • Not understanding that the nicotine in tobacco is addictive
  • Low self-esteem
  • Lacking skills to resist influences.

What keeps kids and teens from smoking? One of the biggest influencers is having strong parental support. Having conversations about the issue really does have an impact on teens’ decisions about tobacco use. Here are some tips for talking to your teen:

Keep the lines of communication open. Talk on a regular basis. The more you talk about a wide range of issues with your child, the easier it is to talk about specific topics such as tobacco. In general conversation, emphasize all the things your child does well rather than things they don’t do well. And demonstrate respect for your child’s opinions. Show you’re listening and ask follow-up questions.

Talk, don’t lecture. Discussions will be received far better than a monologue from you. Here are some conversation starters:

“I understand you’ve been talking in school about peer pressure and the health consequences of tobacco use. Tell me about some of the things you’ve learned.”
If you see smoking portrayed in the media, say “I wonder why the director had that guy light up a cigarette in the last scene. What do you think?”
If you and your child see a young person smoking, use it as an opening by saying something like, “How much tobacco use are you seeing in your school? I wonder if it’s the same as when I was your age.”

Talk about health consequences. They need to know what can happen to them.

Tobacco smoke contains more than 4,000 chemicals. According to the National Institute on Drug Abuse (NIDA), the most dangerous chemicals in cigarette smoke, besides nicotine, are tar and carbon monoxide. NIDA also states that tar causes lung cancer, emphysema, and bronchial diseases, and that carbon monoxide causes heart problems.
According to NIDA, health risks can be immediate, affecting breathing, for example. And addiction can occur after smoking as few as 100 cigarettes, according to the Centers for Disease Control and Prevention.

Another influencer for adolescents is having a school program that teaches them to identify the social influences of tobacco use, and that teaches them refusal skills. That’s why many middle schools use the free supplemental teaching materials known as Right Decisions Right Now (RDRN), a program sponsored by R. J. Reynolds. RDRN helps educate students about the risk of using tobacco products, helps them build good decision-making skills, and gives them ways to handle peer pressure. The program is available in an easy-to-use, digital format, which lets educators, community youth groups, and anyone concerned about reducing youth tobacco use utilize the free materials.

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(Russian) Пробежаться с писателями

Monday, June 4th, 2012

Sorry, this entry is only available in Russian.

American pediatricians against TV

Wednesday, October 19th, 2011

Sorry, this entry is only available in Russian.

The Missing Children Initiative

Tuesday, October 4th, 2011

Every year in Germany more than 100,000 children and young people are reported missing. So, on behalf of “Initiative Vermisste Kinder” (Missing Children’s Initiative), Kempertrautmann advertising agency launched a unique campaign designed to track them down: Deutschland findet euch (Germany will find you). The brief was to quickly establish the Facebook page as a high-profile cause. For this, Kempertrautmann started a promotion with focus on people living in the Germany/Austria/Switzerland region.

At the football match FC Bayern Munich versus Real Madrid, Bayern captain Mark van Bommel entered the playing field without a child mascot holding his hand to accompany him. Instead, the Munich player was carrying a poster with a photo of the missing girl Debbie and a reference to the website

Broadcasted live in over 40 countries, the kick-off put the fate of missing children at the forefront of public attention nationwide for the very first time. The game was watched by 15 million TV viewers, followed by more than 40,000 new Facebook fans recruited. There were uncountable reports in numerous print and online media, including all main TV channels. Today, over 100,000 Facebook fans are currently participating via “Deutschland findet Euch”.

Celebrities against child sex slavery

Thursday, June 30th, 2011

Real men don’t buy girls, and real celebrities donate their talent to a good cause. The Demi and Ashton Foundation (DNA) just launched a series of high-profile online videos to raise awareness about the harsh reality of child sex slavery. The campaign, called “Real Men Don’t Buy Girls,” features major celebrities such as Justin TImberlake, Sean Penn, Bradley Cooper, Jaime Foxx and more.

Mashable has an exclusive look at one of those videos starring Mr. Old Spice, Isaiah Mustafa, and Mashable‘s CEO, Pete Cashmore. The videos are meant to help educate people about child sex slavery in the U.S. and to create a cultural shift around the buying and selling of humans. In each video, the celebrities take a funny twist on what it means to be a “Real Man.”

And yeah, that’d be Demi Moore and Ashton Kutcher. The two started the DNA Foundation to combat child sex slavery worldwide. It’s another good story of major celebrities (and social media savants) leveraging their status for a cause, especially one that has remained largely under the public radar.

Child sex slavery is a real problem in the U.S. The average age of entry into forced prostitution in the U.S. is 13, 55% of girls living on the street in America engage in commercial sex slavery and every 10 minutes, a woman or child is trafficked into the U.S. for forced labor, according to the DNA Foundation. The problem is even greater internationally where approximately 1 million children are bought and sold in the global commercial sex trade every year.

“The goal of our Real Men campaign is to inform men about the reality of child sex slavery. People need to know that this isn’t a problem that is happening ‘somewhere else.’ Hundreds of thousands of children are currently enslaved in the United States. These girls could be your neighbors, your sisters, or your daughters. We are committed to raising awareness about child sex slavery and ending this horrible crime,” Moore said in an email.

The Foundation’s ads bring a little bit of humor to a serious problem and encourage interactivity. The Foundation’s Facebook Page lets users insert their own photo into a celebrity video. They can then share it out with their friends across social networks.

The “Real Men Don’t Buy Girls” campaign will also be selling two T-shirt designs on in partnership with Steven Alan stores. A percentage of the proceeds will go to the Foundation to help fight the good fight.

“We want people to understand that slavery is still happening today,” Kutcher said in an email. “The face of slavery may have changed to that of a vulnerable child, but the heinous crime remains the same. Real men don’t buy or sell girls.”


Outdoor activities can help prevent myopia in children

Tuesday, April 12th, 2011

SINGAPORE : The National University Health System (NUHS) is urging children in Singapore to get out and play, in its latest myopia prevention study.

The year-long study aims to find out if spending more time outdoors can help prevent myopia in children who are between six and 10 years old.

Singapore has one of the highest rates of myopia in the world.

NUHS said this is worrying, as half of the children are myopic by the time they turn 10.

About eight in 10 will have myopia when they reach 18.

It added that the average age of the onset of myopia is eight years old.

Professor Saw Seang Mei, vice-dean for research at the National University Health System, said: “We want to target a group which is susceptible to the environmental factors, so if we increase the outdoor time, it may be able to prevent the development and progression of myopia in this age range.”

NUHS said there has been a recent rise in myopia trends in recent years.

In the study, children will take part in weekly activities in the parks -- organised by the National Parks Board -- such as guided walks and scavenger hunts.

Tay Boon Sin, assistant director at the National Parks Board, said: “Kids nowadays do not spend enough time outdoors, so we really hope that by spending more time outdoors, not only do they get in touch with our parks, nature, they can actually have a more healthy lifestyle.”

The study is expected to be completed by April 2012.

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Children See – Children Do

Friday, September 24th, 2010

Finland Plans to Outlaw Smoking for Underaged

Friday, September 10th, 2010